双十一背后的消费心理The consumption psychology behind double eleven
为什么我们爱买买买？为什么会出现非理性消费，以下我想从心理学的角度来分析一下双十一的购物行为。以下将涉及到几个心理学的术语：Why do we buy? Why irrational consumption occurs? I would like to analyze the shopping behavior of double eleven from the perspective of psychology. Several psychological terms will be involved:1.稀缺性冲动 Scarcity impulse 在旧石器时代，人们靠狩猎和采集为生，人们的主要任务就是将周围各种可能有用的东西带回家。人们看到任何有利于生存的东西，即使暂时还用不到它们，也要存起来以备不时之需。因为人们担心一旦错过，可能久再也不会遇到这件东西。
1.Scarcity impulseIn the paleolithic period, people lived by hunting and gathering, and their main task was to bring home all kinds of possible useful things around them. People see that anything would conducive to survival, even if they do not use it for the time being, they would save it for a rainy day. Because people worry that if they miss it, they may never see it again. 即使现在物质并不匮乏，但是在面对稀缺品的时候，人们与生存相关的焦虑感仍然会被唤醒，导致我们想去拥有那些稀缺的东西。当我们看到50%折扣的标签时，稀缺性冲动就被唤醒了。这种感觉就是，我们现在不买这个东西，它将被别人买走，它将永远消失，或者这个价格只有一次，再遇到这个机会至少要再等一年了。
Even though there is no shortage of material now, the anxiety of associated with survival can still be awakened in the face of scarce goods, which causing us want to own those scarce things. When we see the label of the 50% discount, the scarcity impulse is aroused. The feeling is that we don't buy this thing right now, it's going to be bought by someone else, it's going to be gone forever, or the price is only once, and it's going to be at least another year before we encounter this price again.
2.锚定效应心理学中的锚定效应现象，指的是人们在做决定之前，会受到之前的信息影响，之前的信息犹如一个沉重的锚，让你的判断以该信息为基准，而这样的判断往往会造成决策的失误。基于此，双十一的许多商品通常都会出现一个先涨后降的情况，为的就是在我们脑海里留下一个高价格的印象，然后当我们以这个高价格作为参考价格时，折扣价看起来就会特别划算，是我们产生了一种占便宜的安慰心理。
2. Anchoring effectIn psychology, anchoring effect refers to the phenomenon that people are influenced by the previous information before making a decision. The previous information is like a heavy anchor, which makes your judgment base on the information, and such judgment often leads to wrong decision-making. On this basis, many products of double eleven usually have a situation of first rising and then falling, in order to make a high price impression in our mind, and then when we take this high price as the reference price, the discount price will look particularly cost-effective, which is a kind of comfort for us to take advantage of it.
3.自制力释放双十一之前，大部分人会刻意压制自己的购物需求，等到双十一再一起购买。“这双鞋子真好看！算了太贵了，还是等双十一再买吧。”双十一的消费者们已经压制了很久的购物需求，购物的自制力已经被消耗殆尽，到了双十一那天，他们几乎无法抵制住诱惑，就进入到自制力释放的状态，也就是疯狂购物+疯狂娱乐。人一旦进入这种自制力释放的状态，就会出现这些状况：购买了一些平时不舍得买的商品；娱乐需求增加；工作学习的注意力降低。
3.Release selfcontrol
Before double 11, most people will deliberately suppress their shopping demand, waiting for double 11 to buy together."What a nice shoes! It's too expensive. I'll wait for the double 11."The consumers of double eleven have suppressed the demand of shopping for a long time, and the self-control of shopping has been exhausted. On the day of double eleven, they can hardly resist the temptation and enter the state of release of self-control, that is, crazy shopping + crazy entertainment. As soon as a person enters this state, these conditions will appear:I bought some goods that I am not willing to buy.Increased demand for entertainment;Reduced the attention of work and study.
4.预期后悔双十一不断地营造易逝感和稀缺感，过了今天就没了，就会让很多消费者进入“预期后悔”的心理状态，这种预期后悔就是：我做这件事不是因为我真的想做，而是担心我不做会后悔，也就是，我买这些东西，不一定是真的需要，而是我担心我不买的 话就会后悔，将来买久更贵。翻译成购物一族的逻辑就是：折扣的价格，等于不要钱。
4.Anticipated regret
Double 11 constantly build the perishable feeling and sense of scarcity, after today ,the goods are gone. It will make a lot of consumer to ente the "Anticipated regret" . the anticipated regret is that I do this not because I really want to do, but worry about I don't do it I would regret, that is, I buy these things, are not really need to, but I am afraid I will regret it, the goods price in the future may be more expensive. The shopping group's logic translated is: discounted price, equal to no money.
