Part1

When yon enter a supermarket, it takes some time for the mind to get into a shopping mode. This is why the area immediately inside the entrance of a supermarket is known as the ‘decompression zone’. People need to slow down and take stock of the surroundings, even if they are regulars. Supermarkets do not expect to sell much here, so it tends to be used more for promotion. So the large items piled up here are designed to suggest that there are bargains further inside the store, and shoppers are not necessarily expected to buy them. Walmart, the world’s biggest retailer, famously employs ‘greeters’ at the entrance to its stores. A friendly welcome is said to cut shoplifting. It is harder to steal from nice people.

Immediately to the left in many supermarkets is a ‘chill zone’, where customers can enjoy browsing magazines, books and DVDs. This is intended to tempt unplanned purchases and slow customers down. But people who just want to do their shopping quickly will keep walking ahead, and the first thing they come to is the fresh fruit and vegetables section. However, for shoppers, this makes no sense. Fruit and vegetables can be easily damaged, so they should be bought at the end, not the beginning, of a shopping trip. But psychology is at work here: selecting these items makes people feel good, so they feel less guilty about reaching for less healthy food later on.

第一部分：

        今天咱们一起来分析“超市的诡计”，超市是如何一步步引诱顾客在店内不断消费的呢？  

         当你进入超市时，你的大脑需要一些时间进入购物模式。这就是为什么超市入口附近的区域被称为“减压区”。 人们需要放慢脚步，估量一下周围的环境，即使他们是常客。 超市不指望在这里卖多少，所以它往往被更多地用于促销。 所以，这里堆积的大物品是为了表明，在商店的更远的地方有便宜货，顾客不一定会买本区域的货物。世界最大的零售商沃尔玛(Walmart)在其门店入口处雇佣“迎宾员”，这是出了名的。 据说友好的欢迎可以减少入店行窃。 从好人身上偷东西更难。  

         在许多超市的左边是一个“放松区”，顾客可以在这里浏览杂志、书籍和dvd。 这是为了吸引没有明确购买计划的顾客，减慢顾客的速度。但那些只想快速购物的人会继续往前走，他们首先来到的是新鲜水果和蔬菜区。 然而，对于购物者来说，这毫无意义。 水果和蔬菜很容易损坏，所以应该在购物之旅的最后而不是开始时购买。 但是心理学在这里起了作用:选择这些食物会让人们感觉良好，所以他们在以后去购买不那么健康的食物时不会感到内疚。