The culprit of unrestrained consumption -- Summary

The culprit of unrestrained consumption —— summary

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1. Plan to scrap 、 Make the product fragile

For example, the earliest electric light bulb , Capitalists for profit , Deliberately set standards to shorten bulb life , Violation of the rules will also result in a large amount of fines .

Another example is the ink cartridge of current printers , Merchants will have built-in counters to force users to replace cartridges .

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2、 Keep pushing the old to bring forth the new , Make people dissatisfied with the status quo , Keep buying

Mobile phones are the best example , Whenever a new generation of products is released , Businesses for profit , I would rather destroy all the stored goods of the old generation , Prevent occupying the economic market of new products .

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3. Sell safety attributes, etc , Use human instinct

Cars are like this , The original SUV Is to publicize its security attributes , Make huge profits , But after later testing, it is more likely to overturn than other cars .

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4. The target of advertising production is consumer anxiety , Anxiety about trafficking , Fear marketing , Arousing anxiety provides another solution

Just like in fairy tales, there must be Princess 、 hero 、 The three roles of bad guys are the same . At first, the princess will be harassed by bad people 、 attack . Create the misery and fear of the princess , Then provide a solution like a hero .

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5. The plan of children's super consumers , Story and authorization sales , Like Marvel ; At the same time, make use of the influence of children's opinions on parents' shopping decisions , Advertising for children

Transformers are a typical example , At first, the merchants just want to sell transformers better , Because I came up with this transformers story to influence children .

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6. Turn adults into children , Become a model consumer , Encourage adults to release childlike innocence , Diffuse 、 periphery , The boundary between adult and child consumption market disappears , game , Adults prefer violent action games

Now all kinds of diffuse exhibitions are like this .

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7. New sales methods ： create “ Viscous behavior ”, Such as Neo pet game , Players log in repeatedly to check the status , Keep returning to the game , Businesses put advertisements on such websites , Even embed game content （ Product placement ）

qq The farm is so successful .

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8、rewards、levels、achievement, Challenges and incentives coexist , Use achievements to motivate players to keep playing , Use the natural instinct of human beings to pursue rewards ; Apply this game strategy to marketing , Gameplay , Such as truck , Turn consumption itself into a game

McDonald's used to spend a month launching Similar Games , A little game similar to monopoly , This game alone , It will increase the sales volume of McDonald's 5%. This is the marketing strategy of flat face truck in the past few years , The same is true of the previous proto divine linkage . Current mobile game status .

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9、 Adult consumption will be more cautious and hesitant , The credit system has changed all this , The credit card , Instant consumerism , Consumption desire is released and it is easier to accept high prices , Temporarily forget the close connection between shopping and payment , Taking out the cash will make people feel painful ; Credit cards take advantage of people's positive expectations for the future , Encourage adults to consume like children , I want it and I want it now

Credit cards to all kinds of flowers 、 White strip 、 Fruit loan . Businesses hope users can borrow money to spend .

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10、 Internet and payment software , Make shopping easier , Eliminate the intermediate links that will make consumers hesitate .

When you pay in cash , When you exchange goods and money , Your heart will feel distressed , The process of losing money for goods . Mobile payment , Up to now, QR code payment , Greatly reduce consumers' awareness of money consumption . Plus the current online shopping is so convenient , Order today , You can see your belongings at home tomorrow , It has greatly promoted a new round of soaring consumption .

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Reference Content

• BBC- The prime culprit of documentary unrestrained consumption

• BilBil Hot comment