Create: 2024-12-10 Update: 2025-06-30 02:10:47

💸 Как писать про скидки

Исследователи решили проверить, как разные формулировки про скидки влияют на размер корзины пользователей.

116 респондентам из США с примерно одинаковыми ежемесячными расходами на продукты показали два предложения:
► с акценом на поощрении: получите скидку $1,5
► с акцентом на сокращении потерь: сэкономьте $1,5
Купить предлагали 2 вида товаров: известного и неизвестного брендов.

Результат:
Известный бренд покупали охотнее, чем неизвестный, при любой формулировке. Но при этом товары малоизвестного бренда продавались лучше с текстом «получите скидку $1,5». А известного — «сэкономьте $1,5».

👀 Исследователи объясняют это так: при покупке малоизвестного бренда лучше работает поощрение («получите»), так как ценность самого товара еще не сформирована.
А вот известный бренд, скорее всего, уже хотят купить, но с минимальными затратами — тут сокращение потерь («сэкономьте») выглядит привлекательнее.

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💸 Как писать про скидки

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