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The psychology of discounting 打折心理学 Something doesn t add up 就是算不对 How marketers can take advantage of consumers innumeracy 且看营销人员如何利用数学盲消费者 WHEN retailers want to entice customers to buy a particular product, they typically offer itat a discount. 零售商想吸引顾客购买某种特别商品时，典型做法就是打折促销了。 According to a new study to be published in the Journal of Marketing, they are missing atrick. 但是，一项发表在《市场营销杂志》的新研究则说明了他们并未统揽全局，掌握所有窍门。 A team of researchers, led by Akshay Rao of the University of Minnesota s Carlson School ofManagement, looked at consumers attitudes to discounting. 以明尼苏达大学卡尔森管理学院的阿卡什劳为首的调查小组研究了消费者对打折的态度。 Shoppers, they found, much prefer getting something extra free to getting somethingcheaper. 他们发现，购物者们更喜欢赠品胜过打折品。 The main reason is that most people are useless at fractions. 主要原因在于多数人对分数运算束手无策。 | 
