In the training of internal partners before, I saw that President Daqing mentioned the book "Influence" many times. I thought I would read it carefully when I was free in the future.
I happened to be reading an article today and saw someone else's article quoting the content of this book. So, I went to Dangdang Cloud to have a look and search, but the result was not. Then I remembered that I installed a library app last time. There are many books shared by netizens on this app. I guess there are books on this. As a result, there is indeed a search.
I also strongly recommend it to all of you here. The above e-books are shared by netizens for free. It is very convenient to read e-books on it, just like reading in Dangdang Cloud.
Opening this book, psychologist Robert Siodini told a very interesting story at the beginning.
One day, a friend who opened a new Indian jewelry store in Arizona called. On the phone, she told Robert Siodini incoherently about a strange thing that happened in her shop recently, and wanted to see if the psychologist could give her an explanation.
It turned out that she had been worrying about a batch of turquoise jewels that could not be sold for some time. It was the tourist season and her jewelry store was always full of customers. However, although these turquoise are cheap, they can't be sold. She tried several common promotion strategies, such as putting them in a more conspicuous position and failing; It is impossible for the salesman to push the goods hard.
Finally, the night before she went out to buy goods, she wrote a note to the responsible salesman in a rage, "Everything in this box is half price", intending to dispose of the jewelry even if she lost money.
A few days later, when she came back from other places, as expected, the jewelry had been sold out. But she was immediately surprised to find that the salesman didn't read her handwritten note clearly and regarded "multiplied by half" as "multiplied by two" Therefore, the whole batch of jewelry is sold at twice the price!
Seeing this story reminds me of another story very similar to this one.
That story is about an American designer who opened a clothing store on the street in new york, designed very fashionable jeans by himself, and ordered 1000 pieces in the first phase. I thought, my own design is fashionable, it is fashionable, and then I can order a lower price, so I can sell it. As a result, jeans went on the market. Although the price in the window is very cheap, as long as 100 dollars, few people come in to buy it.
The designer thought it was a price increase, so he adjusted the price to $80. I thought that if the price was reduced, more people would buy it. The result is still empty, and the store is deserted.
Later, the designer broke up and couldn't sell it, so he sold it at a cost of nearly 40 dollars. As a result, when the clerk marked the price, he accidentally marked a zero. It was originally 40, but it was marked as 400 dollars.
This was originally an careless mistake of the clerk. Unexpectedly, from now on, this pair of 1000 jeans will soon be sold out.
Do you think it is a bit against our common sense to see these two similar stories? Shouldn't sales be better after the price reduction? But what is real and vivid in reality is actually different from our common sense cognition.
What is the reason?
In fact, if we go back to the buyers themselves in these two stories, we can get the answer.
In the first story, most customers who buy turquoise are from superior families, but they don't know much about turquoise. Without knowing it, price has become the most direct criterion for people to judge quality, because we have accepted a penny for a penny since childhood, and expensive equals high quality. In the process of our growth, this cognition is constantly verified and strengthened.
Therefore, for those turquoise buyers who are not short of money, in the absence of a better value judgment standard, according to the previous empirical formula: expensive = high quality, it is natural to think that turquoise with double price should be of very good quality. For people who are rich and pursue quality life, they are more willing to pay high prices for good quality, rather than low prices for poor quality.
So is the second story. The designer's shop is on new york Avenue, and most people here are elites who pursue fashion and quality life. According to people's inner empirical formula: expensive = high quality, low price will only make them feel that jeans are of poor quality and are unwilling to come in and try them on. On the contrary, the wrong elevation raised the price, and the high price and good quality attracted them in.
Some friends may think that these turquoise buyers are stupid, but they are not stupid at all because we are just like them.
People have to contact a lot of information and make a lot of value judgments every day, but people can't know everything and be familiar with everything. At the same time, we can't say that we stand in the same place to analyze and judge something. If we have to judge and analyze everything, we may not be able to accomplish anything.
Therefore, people will habitually retrieve past experiences, files, classifications and judgments from their brains to make decisions quickly.
Ok, that's all for today. See you tomorrow.
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