你有沒(méi)有發(fā)現(xiàn)，當(dāng)你打算去超市買些奶制品時(shí)，你往往要穿過(guò)一排排琳瑯滿目的貨架，直到最里頭才能拿到你要買的東西。為什么商家要把需求量這么大的商品擺放在最里側(cè)呢？

Milk is one of the most commonly purchased groceries, yet it’s located farthest from the front. Why?
奶制品是人們最常購(gòu)買的食品，然而奶制品擺放的位置卻離入口處最遠(yuǎn)。這是為什么呢？

Most of the grocery stores we frequent have intentionally designed their layouts to serve a purpose: to entice consumers to spend, spend, spend. Everything from lighting to scent and product placement affects how we spend our money.
我們光顧的大多數(shù)超市都會(huì)精心設(shè)計(jì)商品的陳列和布局，目的就是讓顧客買買買。從燈光到氣味再到產(chǎn)品的擺放，所有的一切都會(huì)影響我們?nèi)绾位ㄥX。

For instance, stocking sugary sweets at kids’ eye level, staging irresistible baked goods near the entrance, and putting meats and dairy products at the back are all intentional strategies. Folks end up lugging their gallon past dozens of eye-catching products before making it to the counter, and usually, an eye-catcher (or two) ends up in their basket as a result.
舉例而言，在孩子視線高度擺放甜食，把難以抗拒的烘焙食品陳列在入口附近，將肉類和奶制品放在超市最里頭，這些全都是有意為之的策略。人們要推著購(gòu)物車?yán)锏哪讨破方?jīng)過(guò)數(shù)十種吸引眼球的產(chǎn)品，最后才能到達(dá)收銀臺(tái)，在途中往往都會(huì)忍不住再拿起一兩件商品放入購(gòu)物車中。

While clever marketing techniques are undoubtedly used, some argue that the reasons aren’t always so deceptive. Michael Pollan, author of The Omnivore's Dilemma, suggested in a 2014 interview with NPR that it speaks more to logistics and efficiency than overt manipulation.
盡管超市無(wú)疑會(huì)采用巧妙的營(yíng)銷技巧，但是有些人認(rèn)為，超市陳列商品的原因并不總是充滿欺騙性。《雜食者的困境》作者邁克爾·波蘭2014年在接受美國(guó)全國(guó)公共廣播電臺(tái)的采訪時(shí)表示，與操縱消費(fèi)者心理這個(gè)顯而易見(jiàn)的原因相比，奶制品放在超市后側(cè)更多的與物流和效率有關(guān)。

Pollan thinks the cold chain has a lot to do with supermarket layout, too. The cold chain refers to the process of maintaining refrigeration for foods such as meat and dairy at every stage of transportation. As delivery trucks generally unload at the back of a building, having the store’s refrigeration units near that area would make sense.
波蘭認(rèn)為，冷鏈運(yùn)輸和超市布局關(guān)系也很大。冷鏈指的是在運(yùn)輸?shù)拿總€(gè)階段讓肉類和奶制品等食品保持冷凍的過(guò)程。由于送貨卡車通常都在大樓的背面卸貨，超市在該區(qū)域附近放置制冷設(shè)備是比較合理的。

Nevertheless, being aware of the temptations on the way can help you curb all that impulse buying and overspending at the register.
不過(guò)，在前往收銀臺(tái)的途中意識(shí)到這些誘惑可以有助于你克制各種購(gòu)物沖動(dòng)，避免花費(fèi)過(guò)多。

英文來(lái)源：Mental Floss

編譯：丹妮

審校：董靜、齊磊