Let’s first look at an advertisement for The Economist magazine: 1. Electronic version: US$59 per year includes all online content on the Economist magazine website throughout the year and access to online content for all issues of The Economist since 1997. 2. Print edition: $125

Let’s first look at an advertisement for The Economist magazine:

1. Electronic version: US$59 per year.

includes all online content of the Economist magazine website throughout the year and online content browsing of all issues of The Economist since 1997. permissions.

2. Print version: $125 per year

All print issues of The Economist throughout the year

3. Print plus digital package: $125 per year

All print issues of The Economist throughout the year plus economics throughout the year All online content on the People magazine website means browsing rights to the online content of every issue of The Economist since 1997.

Putting all questions aside, now, when you see this advertisement, if you were asked to choose a package, which one would you choose?

Let me tell you my answer first. I believe your answer is also this:

No. 3, print version plus electronic version package.

Most people can see the advantages of a print plus electronic version package over a single order of the printed version. As for the option of a single printed version, I would rather call it "bait". The appearance of

is just to highlight the superiority of the electronic version plus printed version package. gives you a reason to choose the third option.

Let’s take a look at the research results:

Because of the presence of bait, 84 people chose the $125 package, while 16 people chose to order the electronic version alone. After removing the “bait”, their choices were very different. Only 32 people chose the package, while 68 people chose to order the electronic version alone.

This is a principle in human cognition called the "contrast principle".

Its functions and benefits are so obvious that it even appears in our lives. This contrast naturally exists in our minds. consciously or unconsciously affects our decision-making and purchasing behavior . So can we use it to help us better promote and increase the transaction rate of users on our products?

Let’s take a look at some cases in our lives where the contrast principle is clearly used.

The "secret" to solve the problem of being single

If you are single and hope to get a good harvest from a date.

can try to bring a companion, whose appearance and characteristics are basically similar to yours, but slightly worse than yours.

Why?

Because of the people you want to attract, it is difficult to evaluate you without comparison, but if you compare yourself to your peers, your friends who are used as bait will improve you a lot.

If your advantage is your eloquence and witty conversation, then remember, when you go to the party, bring a friend who is not as eloquent as you, slow to react and more introverted, and you will appear more outstanding in comparison.

So when you know this secret, you should pay attention. If a same-sex friend who is similar to you but slightly better than you invites you to go out with him, then you have to consider whether you are being used as bait by others. .

Although this method is not so kind, the effect is very obvious. Comparing a good one with a bad one is a behavior that everyone will do in a specific scenario, including when we are buying or selling things. It has the same effect.

For example, when you are buying a piece of clothing, you will compare the advantages and disadvantages of two brands. Material, price, origin, imported or domestic, etc. will all affect your final intention to place an order.

So, you can imagine that if these contents are "routines" specially designed for you by merchants, you will find that the effect is so good. Comparison principle of

first hits users with high expected effects, and then quickly introduces opposite prices or products to facilitate users' transactions.

When two things are displayed in front of you one after another, we have to treat the differences between periods equally. What impact will the principle of comparison have on us?

People who are good at using it (merchants) have tasted enough sweetness, because you don’t realize that the entire environment has been arranged by them long ago. Next, let’s take a look at the perfect example of clothing retailer , and see how they How to guide your consumption:

When you walk into a fashionable men's clothing store, the clothing store salesperson will first show you expensive things. At this time, you already have an expectation of high prices in your heart, and then, when When you want to buy other things, no matter how expensive it is, it will not seem expensive compared with this good-priced piece of clothing.

The truth is simple: presenting the cheap stuff first, then the expensive stuff, will make the expensive stuff appear more expensive, and this will have undesirable consequences for most salespeople.

And if I show you expensive things first, you will feel that the later things are so cheap, allowing you to take money out of your pocket better.

Set up a "bait"

It's not just about clothes. You will find that even in places where millions or tens of millions of dollars are spent, you will still fall into the products prepared by the merchants without knowing it.

Let’s take a look, how does real estate sales affect you?

The same effect can still be seen when we buy a car or a house. You will find:

The real estate agent will first show you one or two unattractive houses, but the price of this house is higher than you expected. high.

Then they will take you to see another more attractive house, but the price is actually a little more favorable than this one. At this time, you will find that this house is more attractive in our eyes. We think if we don't buy it now, we'll lose it.

After all, its price and quality are better than before, and the premise of this decision is that it gives you a reference that you are not very satisfied with. In other words, has not decided whether you want to buy a house here. At that time, he has planted a seed in your mind that "good things are good, but you will lose if you don't buy them."

So, you make the choice (consumption) under their guidance.

summary

1. Set up a "bait" to give users a reason to place an order.

This reason must be attractive enough to set off the product you really want to sell. The purpose of

is to reduce the "friction" of users hesitating to place an order.

2. Comparison principle: We not only like to compare things with each other, but also like things that are easier to compare and avoid things that are not easy to compare.

So when you set the bait, it must be two relatively close products. Too much difference will only bring the opposite effect.