Since the introduction of the “high fire” model, milk tea has become a second-hand daily cooling of the necessary, when buying milk tea, people will not be in the cup and the big cup in the difficult choice? Second hand mental activity is usually like this: which is the middle cup and the big cup? It feels like a big cup, but it’s two dollars. The big cup looks more than the middle cup. It’s hot and the big cup feels almost finished. OK, choose a big cup. What is the reason for the second hand from the cup to the big one? We’ll have a chat in this period.
To see more design rules, there are all topics in this topic: design principles.
1. the famous “economist” subscription experiment
There is a famous experiment in the book “Weird Behavior”:
The Economist magazine has published an ad: electronic version: $59 / year, printed edition: $125 / year, printed and electronic packages: $125 / year.
At the Massachusetts Institute of Technology’s Sloan School of management, 16 of the 100 high students chose the electronic version, 84 selected set meals, and 0 selected the printed version.
The marketing masters of the economist know that people seldom choose to make no comparison. There is no “internal value meter” in our mind, which tells us the true value geometry of a certain article. On the contrary, we are concerned about the relative merits of such goods and other goods, so as to estimate their value.
In this case, you may not know whether a $59 single electronic version is better than a $125 printed edition, but you certainly know that a $125 printed and electronic package is better than a $125 printed edition. In fact, you can accurately and accurately calculate from the package: the electronic version is free.
It is a bit of a brainstorm to choose between a single electronic version and a single printed version. But people don’t like to move their brains. So the marketing staff of the economist gave us a brainless choice: the print version plus the electronic version.
2. What is the bait effect
Baidu Encyclopedia: decoy effect (bait effect) refers to the choice of two different options, because the third new options (bait) will make an old option more attractive. The “bait” help option is usually referred to as the “target” and the other option is called the “competitor”.
“In marketing, the decoy effect（or attraction effect or asymmetric dominance effect）is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.”
Wikipedia: In marketing, the decoy effect (or attraction effect or asymmetric dominance effect)
Economics believes that people rarely make no contrast choices, and marketing executives will arrange some tempting “bait” to guide consumers to make choices that are beneficial to the business.
In marketing, there are always some “ghost bait” which do not really need to exist.
For example: second hand in the recent shopping mall, found a winter collection of cotton clothes in the price reduction, compared to the original price, the present price as long as seventy percent off, the price after the voucher is more cost-effective, this makes second-hand unthought of the order. In this process, the “original price” that does not work, there is a “ghost bait” component, the “original price” is added, making the “present price” more attractive, so the second hand makes the judgment of the purchase without thinking.
3. How to use the bait effect in the interface
Two interesting cases are described in Growing Hacker:
The product team found an interesting phenomenon in an early data analysis of a Tinder – like dating application: when there was only one clickable “like” button on the main interface of the paired heterosexual photos, the average number of clicks per day was about 7000 times a day. One one); then a A/B test was carried out, and a “dislike” button was added, and the number of “like” hits per day could rise to about 12000 times on the premise that other factors remain unchanged. This is a good use of the “bait effect”: when you have a “like” button, when the user sees a general, ambiguous picture, the user slides to the next one with a “look again” mentality and does not produce a button click. When you join the “dislike” button, it does not matter to a picture. The attitude of the person got a clearer call of action, and the product interface led him to make a quick choice between two different judgments, either dislike or liked, there was no middle state, and no time for you to think. So the number of clicks on the button goes up. This is why there are two buttons in dating software: “like” and “don’t like”.
“Like” and “dislike” in the Tinder interface
When thunderbolt promoted mobile users to “VIP enjoy version”, the A/B test found that if there was only one “gorgeous change” button on the upgrade boot page, there were two buttons of “gorgeous change” and “brutally refusing” than at the same time. The click rate was nearly 20%. More than a seemingly meaningless button, the question of “selection or non selection” is skillfully converted to “which”, and then the user “choose this”, and the clicking and transformation of nature will improve.
4. how to overcome the bait effect
What are the “bait” of the marketers and what are the goods they really want to sell (“target”) in the face of a wide selection of goods? As an additional option for the existence of a “bait”, it anchors the standards of people’s psychological assessment and limits their thinking to the inertial frame, which may affect people’s quick decisions that may be contrary to reason. People are miserly in distributing limited cognitive abilities, and only want to make choices without any mental effort. So when choosing, seriously thinking about whether this is what you want is particularly important.
Growth hacker, Fan Bing, electronic industry press.
“Grotesque behavior” (Predictably Irrational:The Forces That Shape Our Decisions), Dan Ereli <, Zhao Deliang, Xia Bei Jie < Translation >, CITIC press
“Bait effect”, Baidu Encyclopedia
Decoy effect, Wikiperia