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超市里暗藏的那些“潛規(guī)則”

Healthy eating: The mind games of supermarkets

中國日報網(wǎng) 2014-10-14 11:27

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Anne Escaron, a public health researcher at the University of California, Los Angeles, has co-authored a review of studies into supermarket interventions for promoting healthy shopping that stretch back over 40 years. She says that, in general, the more angles covered by the interventions, the more successful they have been overall in shifting consumers' habits. For instance, while using signs on store shelves that promote healthy shopping might help, if this is combined with some subtle price manipulation, the intervention is more likely to be effective. "Any way that you can catch more than one impulse that someone may have in the grocery store, the more you're going to be able to influence consumer choices," she says.

Interventions that shops could incorporate in the long term are a bit more of a puzzle, though. Knocking down the price of a healthy product far enough will make it fly off the shelves, says Karen Glanz, a professor of epidemiology at University of Pennsylvania. "But the downside is somebody's got to pay for [the price cuts]," she points out. She has also learned that we're not all open to manipulation in the same way. For instance, she has found from interviews with shoppers in low-income areas that highlighting how healthy a product is can send the message that it will taste bad, rather than convincing them to buy it.

Milk on the left

But while emphasising healthiness may not work everywhere, other nudging techniques might. For a study published this year, Glanz and her collaborators re-shuffled the beverages sections of grocery stores so that low- or no-calorie drinks such as water took up more display space in the sweet spot at eye level, and the dairy sections so that skimmed milk, rather than whole milk, sat on the left side of the case, where consumers usually look first. They also marked them with coloured signs, though these had no health information on them. These interventions did not require priming or giving consumers a deal, but they boosted sales of skimmed milk and water all the same. Glanz recently secured funding from the US National Institutes of Health for a large, two-year study that directly addresses how stores could cause significant changes in shoppers' habits with such subtle changes.

It could be that the most sustainable interventions, like the ones that currently route you past the snacks or put objects at the ends of aisles where they are emphasised for the purposes of selling more, aren't ones you necessarily notice. Produce sections are already placed just inside the front doors of stores, to give an impression of freshness and healthiness that then permeates the rest of your trip. High-end stores like Whole Foods Market, which has stores across North America and in London, have led a charge in primping up produce sections even further, including offering samples and emphasising information about food's origins.

These stores might not yet have found a design that makes kale irresistible to kids, but greater focus on produce and swapping around items so that healthier options take up more of the shelf real estate than they do now might have a larger effect that you'd imagine. How will the health-conscious grocery store of the future look? It might be surprisingly similar to today's, with most of the changes that alter shoppers' behaviour going barely noticed by the customer.

It might feel strange to think that are so easily swayed without you realising. But embrace the fact that you are not all your conscious mind desires.

 

加利福尼亞大學(xué)的公共衛(wèi)生研究院安妮·埃斯卡隆(Anne Escaron)參與撰寫了關(guān)于40年前超市對推廣健康購物干預(yù)手段的評論。她表示,總的來說,超市干預(yù)得越多,越能影響消費者行為。比如,雖然購物架上的標(biāo)語能起到推廣健康購物的作用,但如果能再加上一些價格隱性操控,效果就更好了。她說:“掌握越多消費者動向,就越能影響他們購物選擇。”

若要商店長期干預(yù),就需要費些腦筋。賓夕法尼亞大學(xué)(University of Pennsylvania)的流行病學(xué)教授凱倫·格蘭茨(Karen Glanz,)說,降低健康食品價格當(dāng)然會使之熱銷,但她也表示:“總得有人彌補這個差價。”她也發(fā)現(xiàn),每個人受操控的方式還不一樣。比如,在對低收入地區(qū)的消費者采訪中,她發(fā)現(xiàn)這類購物者覺得健康食品就是“難吃”的代名詞,更不會想買了。

擺在左邊的牛奶

雖說推廣健康理念不是“萬金油”,但還是有一些通用的竅門。在今年出版的一項研究中,格蘭茨及其合作人員重新調(diào)整了商店的飲品區(qū)。經(jīng)調(diào)整,顧客平視之處就有很多像水這樣零熱量或低熱量飲品。在奶制品區(qū),顧客習(xí)慣先看的左側(cè)會是脫脂奶,而非全脂奶。他們用彩色標(biāo)簽突出產(chǎn)品,但上面并沒有其它健康信息。這些干預(yù)手段無需花哨的包裝或折扣,但也提升了脫脂奶和水制品的銷量。最近,格蘭茨一項為期兩年的大型研究項目得到了美國國立衛(wèi)生研究院(the US National Institutes of Health)的資金支持,該項目研究商店如何能以微小變化深刻影響顧客選擇。

或許像引導(dǎo)你走過零食,或為增加銷量而把物品放置走廊盡頭這類最可持續(xù)的干預(yù),已不足以引起你的注意。為了讓你在購物的全程都有一種新鮮和健康的感覺,超市早就將食品區(qū)設(shè)在正門口,目之所及皆有食物。像全食超市(Whole Foods Market)這樣在全北美和倫敦均有門店的高端商店,在產(chǎn)品區(qū)的包裝上更是先人一步,他們會提供樣品,并凸顯食品來源。

這些商店可能暫時還沒想到何種設(shè)計能讓兒童愛上甘藍菜,但關(guān)注食品,調(diào)換位置,增放健康食品的效果會讓你喜出望外。未來的健康商店會是什么樣?可能它看上去和今天的商店驚人的相似,因為很多影響消費行為的改變消費者都看不出來。

你或許對自己不知不覺地就受擺布還有點訝異,但有時候我們就是不受自己的意識控制的,接受這個事實吧。

(譯者 Juliecy 編輯 祝興媛)

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超市里暗藏的那些“潛規(guī)則” 超市里暗藏的那些“潛規(guī)則”

 

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