????此文章是與《Money》雜志的合作內容。原文可見于Money.com網站。

????如今的營銷策略，可不再是由一群“廣告狂人”在煙霧繚繞的小房間里空想出來的。商家用來引誘你購買商品的手段，已經變得前所未有的隱蔽復雜。營銷人員甚至會利用神經學理論來設計產品包裝，以此喚起你最深層的渴望（比如消費者可能會很喜歡吃完膨化食品后手指上殘留的奶酪屑）。

????如今，商家不再是簡單地設計消費體驗，而是精心營造氛圍。他們會根據調研結果來決定讓你看到什么廣告，在店里聞到什么氣味，聽到什么聲音，甚至連售貨員仿佛無意觸碰你手臂的動作都暗含玄機。這并不都是高端的大腦科學，以下是公司用來勾引你多買東西的一些花招。

????1.他們會讓你懷舊。《廣告狂人》的主角唐?德雷柏在設計柯達（Kodak）營銷提案時描繪了一個感人的情景。但你每天在廣告中看到的大量家人、寵物和曇花一現的童年時光，可不單是觸動你心弦的伎倆。最新研究表明，這種懷舊會讓人們不那么在意金錢，并愿意花費更多來購物。

????2. 他們會給你安排粗魯的售貨員。一項新的研究發現，在古琦（Gucci）這類高端商店，在售貨員做出無禮舉動后，顧客反而更可能購買昂貴商品。這種效應不適用于熱銷品牌，只適用于奢侈品。它似乎與人們更愿意成為團體中的一員有關。美國演員格勞喬?馬克思曾經說過：如果某團體不愿接納你，那你反而會更想加入其中。

????3. 他們會用小包裝，讓你買得更多。你也許會認為，如果堅持購買和飲用最近風靡一時的迷你瓶裝蘇打飲料和啤酒，那你就會喝得少一些。但研究發現，購買大批迷你包裝的產品，會讓你的購買總量實際上更多了。

????4. 他們會讓你找不著東西或感到迷惑。雜貨店商品的陳列，時常讓人找不著東西，這可不是巧合。營銷策略專家馬丁?林德斯特羅姆表示，失去焦點更容易讓人沖動消費。加州大學圣地亞哥分校（UC San Diego）的營銷學教授溫迪?劉在一篇研究中也指出，在購物中被人打斷，也會讓你對價格不那么敏感。這是因為在分心后重新看商品時，你會產生錯覺，認為自己已經深思熟慮了。

????5. 他們會模仿你的動作，并讓女性觸碰你。女性，而非男性的觸碰，會使得男性和女性消費者放松對金錢的掌控。所以如果女售貨員拍了你的肩膀，你可能就會不自覺地花更多錢。另外，研究還發現，如果售貨員（不論男女）模仿了你的姿勢，你就更可能買他（她）賣的東西。

????6. 他們會讓你近距離觀察商品。加州理工學院（Caltech）的一項研究表明，相比照片或文字描述，擺在面前的馬克杯和DVD會讓顧客心甘情愿地多掏至少40%的錢，擺在面前的小吃則會讓顧客多花60%。另一項研究還發現，花越多時間來觀看和觸摸商品，你就越可能買下它。

????This post is published in partnership with Money. The original can be found at Money.com

????Today’s marketing strategies aren’t dreamed up in smoky rooms full of Mad Men. The tools companies employ to get you to buy their stuff have grown ever more sophisticated, with marketers even using neural measurements to design product packaging and appeal to your deepest desires (to be covered in Cheetos dust, apparently).

????Consumer experience these days is not simply designed; it’s engineered. Research determines the ads you see, the scents and sounds you encounter in stores, even the way a salesperson might casually touch your arm. It’s not all high-tech brain science, but here are some of the tricks companies use to entice you to spend more.

????1. They make you nostalgic.Don Draper was on to something with his sentimental pitch for a Kodak campaign. But the abundance of families, puppies, and childhood ephemera in the ads you see every day is more than a simple ploy to tug on your heartstrings. Recent research shows nostalgia makes people value money less and feel willing to pay more for purchases.

????2. They sic rude salespeople on you.At high-end stores like Gucci, customers are actually more inclined to buy expensive products after a salesperson has acted snottily to them, a new study found. This effect—which doesn’t work with mass-market brands, only luxury—seems to have something to do with the desire to be part of an in crowd. To paraphrase Groucho Marx, you’re more likely to want to belong to a club that doesn’t want you as a member.

????3. They use smaller packaging to get you to buy bigger.You’d think that it would be easier to buy and drink less soda and beer if you stick to the cute new mini-cans that seem to be all the rage these days. But research shows buying multi-packs of those small sizes can actually lead people to consume more overall.

????4. They get you lost and confused.It’s not an accident that grocery stores are often laid out unintuitively. Losing focus makes people spend more on impulse purchases, says expert Martin Lindstrom, who has conducted studies on marketing strategies. Getting interrupted during shopping also makes you less price-sensitive, according to research co-authored by marketing professor Wendy Liu at UC San Diego. That’s because when you return to look at products after a distraction, you have a false sense of having already vetted them, she says.

????5. They mimic your gestures—and get women to touch you.A woman’s touch—but not a man’s—makes people of either sex looser with their money, so when that saleswoman touches your shoulder, you may unwittingly end up spending more. Additionally, research shows that if a salesperson of either sex imitates your gesticulations, you are more likely to buy what he or she is selling.

????6. They get you to handle the merchandise.Consumers are willing to pay at least 40% more for mugs and DVDs—and 60% more for snacks—that are physically present than for the same products displayed in photographs or described in text, according to a Caltech study. And other research shows your willingness to pay more increases as you spend more time looking at and holding objects.