For the "blind increase", humans don't like to work it out.

Abstract: A bottle of drink on the above 50%, while the other bottle is written to reduce the price of 33%, most of them think that the smart consumers, but will not hesitate to choose the former, because, it seems to have a relatively large number of last year, The Economist has an article interesting,

A bottle of drink above "add 50%", while the other bottle of drink is written "Price reduction 33%", most of them think smart consumers, but will not hesitate to choose the former, because its number looks relatively large

Last year there was an interesting article in The Economist, which is a study by the American Business School that explores the most fundamental question: if the same product increases by 50% but does not increase the price, it is a drop of 33, you know what I mean?

However, if one day, a bottle of drink on the above "add 50%", and the other bottle is written "Price reduction 33%", most of them think smart consumers, but will not hesitate to choose the former, because its number looks larger.

"Add 50%" sounds great! It sounds so much! Of course, it's better than "down 33%".

In fact, the same thing, the reaction is completely different!

The results of this experiment were astonishing, and they found a group of experimenters let them divided into two groups, see the two items, the same is "discount x percent", the other is "added y% and do not increase", the result, the latter sold more than 73% of the performance, visible, marketers can not ignore the "number is the United States" strength.

The Economist called this phenomenon the "blind spot" (numerical extrudes spot), a blind spot that everyone had, and they made a clearer experiment--do you want to add 33% or lower 33%? Most people see this number and feel like they are "exactly the same" ( In fact, it should be cheaper.

Interestingly, I think that the "number of blind spots" is not only saying that people have the illusion of "big number"! It actually hints at another interesting and often overlooked problem

The problem is, humans don't like to work it out!

The scholar also put up an experiment, took a continuous price reduction two times of clothes, first played 80 percent, and then hit 85 percent! This is equivalent to 60 percent, but most consumers think that a discount of two times, it seems to be cheaper than 60 percent.

Most people, even when they are at such an important time, are unwilling to work out the results so that they are easily misled by the figures on the surface. In fact, as the article said, as long as the computer with the body, see the number, first press a computer, calculate the result value, there will be no such misleading!

However, people are so lazy, do not want to work out the results, just see the number on the surface!

I think that this phenomenon can happen in many things, for example, the following dialogue often appears in our interview room. I will ask each other, you expect salary this time? Often each other is said: "My last Job is XX million, so this time xx plus 3,000 yuan can be." "Of course, some of the XX million is a hoax, but some people are really, we always feel, change a job, is to add a thousands of yuan, if not increase, do not consider this new job; Such considerations to the end, the loss of their own.

Because, ten years later, to lead themselves to jump up twice times the monthly salary, is often one of the jobs in the promotion, or one of the work is very good enough to jump to another company twice times the monthly salary. Unfortunately, we can see that commuters pay more attention to salary than "salary increase" rather than "final absolute salary". Of course, we are all weigh, as long as the 1.1 point of addition, each time a lot of, of course, the end will be more and more. But life is actually raised by the last number, how much is your salary, in each period of work is not important, more than 5,000 students and 10,000 yuan is not important, it is important that you have all the money, and you have to use that money to pay for your own life, other people's life is completely different.

Small to buy things, big to life events, can not be the surface of the number to confuse. We should remember to carry the computer with us, to press the numbers out, and every decision we make depends on the last figure.