Jerry is on his laptop in the living room. Emma comes in from her bedroom.
Emma: Jerry, what are you doing?
Jerry: Nothing much...just browsing some online shops. I've been thinking about buying a new smartphone recently.
Emma: Oh, really? Do you have anything special in mind?
Jerry: Yes, I do. I've been looking for this new model.
Emma: When did it come out?
Jerry: Last month. And guess what? The smartphone company got my favorite pop singer to endorse the product. Look how cool he is with that smartphone in his hand!
Emma: Jerry, you should be aware that celebrity endorsement is just a marketing strategy used by companies. Don't fall for the priming effect!
Jerry: What's the priming effect?
Emma: Just as hearing music played in a coffee shop can make people relax and stay there longer, so seeing images of your favorite idol may influence how you shop. Things like words, people, and environments can all make connections with us and affect our behavior.
Jerry: I see. But I do like the smartphone, and it happens to come in my favorite color blue.
Emma: Anyway, just think twice before you purchase stuff on impulse.
Jerry: Thanks, Emma. I'll keep that in mind.
傑瑞正在客廳使用筆記型電腦。艾瑪從她的房間走進客廳。
艾瑪︰傑瑞,你在做什麼啊?
傑瑞︰沒什麼...只是在瀏覽一些網路商店而已。我最近想買一支新的智慧型手機。
艾瑪︰喔,是嗎?你心中已經有特定目標了嗎?
傑瑞:是有啊。我一直在注意這款新機型。
艾瑪︰它是甚麼時候出來的啊?
傑瑞:上個月。而且妳知道嗎?這家智慧型手機公司請到我最愛的流行歌手代言這個產品耶。妳看他手上拿著這支智慧型手機看起來有多酷!
艾瑪︰傑瑞,你應該要意識到名人代言只不過是廠商的行銷策略。別掉進促發效應的陷阱!
傑瑞:什麼是促發效應?
艾瑪︰正如同聽咖啡廳播放的音樂會讓你放鬆而待得比較久,看見你最愛的偶像畫面也可能會影響你的購物行為。文字、人物和環境都會與我們產生聯結,進而影響我們的行為。
傑瑞:我了解了。但我真的喜歡這支智慧型手機,而且它剛好有出我最喜歡的藍色耶。
艾瑪︰無論如何,在你一時衝動想買東西前,還是三思而後行吧。
傑瑞:謝了,艾瑪。我會記住的。
- browse [braʊz] v.
瀏覽(網站) - endorse [ɪnˋdɔrs] v.
背書,代言 - endorsement [ɪnˋdɔrsmənt] n.
背書,代言 - purchase [ˋpɝtʃəs] v.
購買 - have sth. in mind
心裡所想 - come out
發表;出現 - Guess what?
你知道嗎? - fall for
上當;對⋯⋯信以為真 - happen to
剛好,碰巧 - come in
有(貨),可以買到 - think twice
三思,仔細思考 - on impulse
(一時)衝動地 - I see.
我明白了。 - keep sth. in mind
放在心上,銘記在心