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0How advertisers make us spend money
Pippa
Hello, this is 6 Minute English from BBC Learning English. I'm Pippa.
Phil
And I'm Phil. What's the last thing you bought and why did you buy it?
Pippa
I bought a new pair of headphones recently because my old ones broke, and I did lots of research to try and find a good pair. How about you?
Phil
I bought a soft drink on the way to work this morning. It might be because I saw someone I like promoting it in an advert. We call this a celebrity endorsement. But why do they work? Let's start by hearing from Ben Jones, a behavioural research expert, speaking to BBC World Service programme Business Daily.
Ben Jones
When we're unsure, we don't know what to do, it's kind of easy to follow the lead of those who we think are credible or knowledgeable. It's a mental shortcut. It's something that helps us navigate uncertain times or make quick choices.
We start doing that from an early age. Our parents… for some people, it's about our teachers – you know, these people who help us learn and make sense of the world. And some businesses can draw on this through things like endorsements – you know, dentists recommending toothpaste, athletes endorsing sportswear.
Pippa
Ben says that endorsements work as a mental shortcut. This is something that helps us make a decision quickly. If we trust the endorsement, then we don't need to think about it that much.
Phil
In this episode, we're going to look at the way that people can be convinced to do things.
But first I have a question for you, Pippa. Today we're talking about behavioural science. What's the name of the theory that says people respond to small prompts? Is it: a) push theory, b) pull theory, or c) nudge theory?
Pippa
Oh, I'm not sure. I'm going to say b) pull theory.
Phil
OK. Well, we'll find out the answer at the end of the programme. In recent years, many fast-food chains have installed touchscreen machines for people to order their food. They've reported taking more money as a result. Could behavioural science tell us why this happens? Here's product designer Dean Ward speaking to BBC World Service's Business Daily.
Dean Ward
Firstly, the psychology of speaking to someone and feeling judged – we think is a key factor. So, would you like extra fries? Would you like to go large? Not all people, but I think there's definitely a large proportion of people who may feel judged in those instances and may say no.
There's the fact that you've got more time to look. You can see the product, you can see what's in it, you can see all the products linked to it as well.
And also around upsell as well. Would you like to add this? Would you like to do that? Because you've got more time and you're not being judged, you're very much more inclined to actually say yes to these things. And that's typically what we're seeing – an increased basket spend of typically 25–30%.
Pippa
If people feel judged, then it means that they worry what other people will think of them. If we have to ask a human for extra fries, we might worry what they think of us, but no one feels judged by a computer screen.
Phil
If you upsell something, then you get someone to spend more. For example, waiters often try to get people to buy larger portions, more drinks, or dessert.
Pippa
Dean says that upselling can increase people's basket spend. A basket spend is the total amount that someone spends in one transaction, on everything that's in their basket. Now, this is an example of a business using behavioural science to nudge people to do things.
But it's not just businesses that use behavioural science in this way. In Tunisia, the United Nations World Food Programme wanted to encourage people to eat food together more often. They made a TV show set in a restaurant. Let's hear from Takwa Khelifi from the World Food Programme, talking to BBC World Service's Business Daily.
Takwa Khelifi
So, we needed something really creative and really different to think outside of the box, or to let people see themselves in those stories, because people are learning and changing by imitating and modelling and, like, observing others' behaviours and others' actions and emotional reactions to things. So, this is why we tried this project or this... tried this product or this TV series – in order that you impact people.
Phil
Takwa says that they needed to think outside the box. This means to try and think in a different way, to come up with something creative.
Pippa
The TV programme leads to people modelling behaviour. If you model behaviour, then you behave in a way that other people can copy. Now Phil, I think it's time to hear the answer to your question.
Phil
Yes, it is. I asked what theory says that people respond to small prompts to change their behaviour.
Pippa
I thought it was pull theory...
Phil
...which I'm afraid was the wrong answer. Nudge theory says that people's behaviour can be changed by small prompts or nudges.
Pippa
OK. Let's recap the vocabulary we've learned, starting with mental shortcut, which is something that helps us make a decision quickly, usually because we don't need to think about it.
Phil
If someone feels judged, then they're worried about what other people think about them.
Pippa
Upsell refers to persuading someone to buy something extra, like a dessert at a restaurant.
Phil
Basket spend is what you spend in one transaction on the things in your shopping basket.
Pippa
If you think outside the box, then you think about something in a different way to come up with a creative solution.
Phil
And finally, modelling is behaving in a way that others can copy. Once again, our six minutes are up. See you again soon!
Pippa
Bye!
词汇表
mental shortcut [ˈʃɔːtkʌt] 思维捷径，心理捷径（指大脑用来快速做出判断或决策的简化策略）
feel judged 感到被评判，觉得被人审视
upsell [ˈʌpsel] v. 追加销售，向上销售（说服顾客购买更贵或更多的产品）
basket spend [ˈbɑːskɪt] 购物篮消费额（单次交易的商品总金额）
think outside of the box 跳出思维定势，打破常规思维
model [ˈmɒdl] vt. 模仿，效仿（行为或方式）
soft drink （不含酒精的）软饮料，汽水
celebrity endorsement [səˈlebrəti ɪnˈdɔːsmənt] 名人代言，明星代言
follow the lead of 效仿，跟随…的步伐
credible [ˈkredəbl] adj. 可信的，可靠的
knowledgeable [ˈnɒlɪdʒəbl] adj. 有见识的，博学的
draw on 利用，借助，依赖（资源、经验等）
toothpaste [ˈtuːθpeɪst] n. 牙膏
endorse [ɪnˈdɔːs] vt. 代言，宣传（产品）；（公开）支持，认可
sportswear [ˈspɔːtsweə(r)] n. 运动服，运动装
prompt [prɒmpt] n. 提示，提醒
nudge [nʌdʒ] n./vt. 轻推，助推（行为经济学中指用微小提示引导人们做出特定选择）
touchscreen [ˈtʌtʃskriːn] n. 触摸屏
transaction [trænˈzækʃn] n. 交易，买卖，业务
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