面临完全一致的价格,消费者反而更难抉择。在一组实验中,我们想看看对商品相似度的认知是否会影响消费者选择的困难程度。要知道,每一个商家都希望消费者决定购买的时间越短越好—“冲动购买”可是他们期望的。我们将参与者随机分为两组,同样面对六种早餐食品的选择:燕麦片、复合谷物、有机草莓干、有机南瓜燕麦、葡萄干麦片和肉桂碧根果。在一组中,所有食物的价格都一样,为 Faced with exactly the same price, consumers are harder to choose. In a set of experiments, we wanted to see if the perception of product similarity affected the difficulty of consumer choice. You know, every business wants consumers to decide what to buy as short as possible - “impulse buying” but they expect. We randomly divided the participants into two groups and faced the same six options for breakfast foods: oatmeal, mixed cereal, organic strawberry dry, organic pumpkin oatmeal, raisin cereal and cinnamon pecans. In one group, all food prices are the same