Psychological account

There are some things you don't want to buy, but you may buy them for another reason or scene. For example, as a young man, would you buy yourself a health product similar to melatonin? Really? But you must have bought it, right Because once you define health care products as holiday gifts or honor your elders, you will buy them.

Proportional deviation

The core theory is that for low-priced products, merchants like to mark discounts, and for high-priced products, mark the price reduction quota or full reduction. For example, a dress with a price of 100 yuan will drop 10 yuan, or a dress from 20 yuan will drop 10 yuan. Which one do you think will drop more? Even if the amount of reduction is exactly the same, in everyone's consciousness, 100 clothes are 10% off and 20 clothes are 50% off, which seems a little too much.

Price positioning point

The core theory needs to have a similar product pricing, not for selling, but for comparison, indicating that the products you mainly want to sell are cost-effective. For example, if you buy a dress with similar colors and styles, but the price is different, maybe one is 299 and the other is 499. You may see the shirt of 299, and think that the price of the shirt is very expensive, but when you see the shirt of 499, you will think that the shirt of 299 is quite cost-effective. And if you buy it, you will definitely choose 299.

Principle of avoiding loss

Once a person has something, he is very reluctant to lose it. Everyone is afraid of losing it. This is because we care more about the unhappiness brought by loss than the happiness gained. For example, barbershops and beauty salons don't let you get a card as soon as you come up. Most of them give you free experience coupons or one-yuan coupons for you to experience. If you really feel good, buy a package discount.