导读荐语
这么和你说,你可能会惊讶,但这是真的:在做购买决策时,大多数人不会把产品或服务的价格作为首要考虑因素。梅丽娜·帕尔默(Melina Palmer)作为顾问,建议企业更多关注消费者的行为和心理来促成交易,而不是不仅仅指望设定一个所谓的好价格就完事儿。行为经济学提供了不同的定价策略,比如轻推消费者的决策,在适当的时机和方式引导消费者做出选择;又比如迎合人的群体本能,让消费者觉得大家都在买买买;以及设置诱人的交易框架,影响购买决策,让消费者感到买单是对的选择。读完这本重要的指南,你会懂得如何吸引顾客并促成交易。
浓缩书
关于作者
梅丽娜·帕尔默(Melina Palmer)是行为经济学咨询公司 The Brainy Business 的首席执行官。她也是《员工需要而无法告诉你的事》(What Your Employees Need and Can’t Tell You)一书的作者。
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