????7. 他們會讓你產生大促銷的幻覺。無論你用的是特大購物車還是小籃子，你都會想把它裝滿，所以你得仔細想想那些“折扣”是否真的劃算。研究員林德斯特羅姆發現，在湯罐頭的價格標簽旁加上“每位顧客限購8罐”的說明，會讓它的銷量飆升，盡管它甚至都沒有真正打折，因為它給了人們促銷的錯覺。所以在結賬臺前，你應該問問：“10美元10件”是否僅僅意味著“1美元1件”？

????8. 他們會給你一些免費的好處。《消費者研究雜志》（Journal of Consumer Research）刊發的一篇論文指出，即便是一塊免費的巧克力，只要顧客吃了下去，就會立刻增加對昂貴的手表、時髦雅致的襯衫和蘋果筆記本等并非食物的奢侈品的興趣。

????9. 他們會去掉美元符號。如果你認為，你最愛的高檔餐廳的菜單上用純舊式字體標注“28”而不是“28美元”，只是為了顯得簡約別致，那你最好再仔細想想。康奈爾大學（Cornell）研究發現，去掉美元符號甚至“美元”字樣的菜單，會讓人們在餐廳中多花8%的錢。

????10. 他們會細心營造商店氣氛。店內的聲音和氣味會讓你不那么在意你的錢包。研究員林德斯特羅姆在家用電器商店中噴了點蘋果派的香氛，于是微波爐和電冰箱的銷量增長了23%。他還發現，在酒店內播放德國和法國音樂會影響酒的銷量。即便是沒有音樂的環境，也可能讓你花更多錢：研究表明，在噪音的干擾下，人們購買花哨運動鞋的可能性會增大。（財富中文網）

????譯者：嚴匡正

????7. They create the illusion of bulk bargains.Whether you’re using a jumbo shopping cart or a small basket, you’re going to be tempted to load it up, so it pays to make sure those “deals” are actually worthwhile. Researcher Lindstrom found that adding the sentence “maximum 8 cans per customer” to the price tag of soup cans caused sales to jump, even if no true discount was offered, because it gave the illusion of one. It’s worth asking at checkout: Does that “10 for $10″ actually just mean one for $1?

????8. They give you free treats.Consuming even one free chocolate increased shoppers’ desire for nonfood luxuries—including expensive watches, dressy designer shirts, and Mac laptops—right after eating it, according to a study published in the Journal of Consumer Research.

????9. They drop the dollar sign.If you think the plain old “28” rather than “$28″ on the menu of your favorite fancy restaurant is simply designed to look chic and minimalist, think again. A Cornell study found that a format that leaves off dollar signs and even the word dollar gets people to spend 8% more at restaurants.

????10. They carefully engineer store ambiance.Ambient sounds and smells can make you less careful with your cash. In an appliance store, researcher Lindstrom pumped in the smell of an apple pie, and the sales of ovens and fridges went up 23%. He also found that alternating German and French music in a wine shop influenced which bottles customers purchased. Even non-music background sounds can make you overspend: A researcher found that the distraction of noise made people more likely to buy fancier sneakers.