Framing Effect: Lwaki Ekintu Ekimu Kitunda Bulungi N’ebigambo eby’enjawulo

Engeri omusingi gw’eby’empisa oguwangudde ekirabo kya Nobel-guyinza okukyusa enkola yo ey’emiwendo gy’ebintu eby’amaguzi-n’engeri ebiwandiiko by’ebyuma ebiwandiika ku shelf gye bigifuula okukola mu kiseera ekituufu.

Ebikopo bya yogati bibiri bitudde ku ssowaani ya supamaketi. Brand y’emu, sayizi y’emu, bbeeyi y’emu. Taagi emu eya ESL esoma"Erimu amasavu ebitundu 20%".. Omulala asoma"80% amasavu-tebiriimu."

Kiki kye wandironze?

Abantu abasinga bakwata "fat-free" eyo awatali kulonzalonza. Naye ebiwandiiko byombi byogera ku yogati y’omu ddala. Amasavu amakumi abiri ku buli kikumi GA tegaliimu masavu ebitundu kinaana ku buli kikumi-. Okubala okusookerwako.

Ekigambo ekyo ekitono enkyukakyuka-okuva ku "kirimu amasavu" okudda ku "masavu-ekitaliimu"-kikyusa ddala engeri obwongo bwo gye bugabanyaamu ekintu. Omuntu awulira nga si mulamu bulungi. Omulala awulira ng’alonda mu ngeri ey’amagezi.

Kino kye...ekikolwa ky’okukola fuleemu. Era bw’oba ​​oli mu by’amaguzi, y’enjawulo eriwo wakati w’ebintu ebibuuka ku bishalofu n’ebintu ebikung’aanya enfuufu.

Okuzuula ekirabo kya Nobel

Mu 1981, abakugu mu by’empisa Daniel Kahneman ne Amos Tversky baayanjula abeetabye mu kutendekebwa kuno embeera ekwata ku kujjanjaba obulwadde obutta. Enkola zino bwe zaateekebwa mu fuleemu nga "okutaasa obulamu bw'abantu 200," 72% baalonda eky'okulonda ekitali kya bulabe. Enkola ze zimu ddala bwe zaateekebwa mu fuleemu nga "400 zijja kufa," 78% baasalawo okuzannya zzaala.

Okubala kwe kumu. Ebivaamu bye bimu. Okusalawo okukontana.

Kino kye yazuula kyawa Kahneman ekirabo kya Nobel mu by’enfuna.

Lwaki Okufiirwa Kukuba Nnyo Okusinga Amagoba

Mu katale, .okufiirwa owulira bubi okusinga okufuna okuwulira obulungi. Bw'ofuna ekintu, kiba kya discount-kirungi kyokka, naye nga kyerabirwa. Bw’ofiirwa ekintu, ssente zo, omukisa gwo nga gutambula.

Tambula mu supamaketi yonna olabe ekibaawo. Mu kitundu ky'ebibala ebibisi, abaguzi bakuŋŋaana okwetooloola ebintu nga balina obubonero obulaga nti "Ekiseera Ekigere - Ssaawa 2 Ezisembayo" oba "Esigazza 5 zokka." Ebintu bino biyingizibwa mu bigaali mu ddakiika ntono. Mu kiseera kino, mu nsonda y'engoye, racks eziwandiikiddwako "Great Value" oba "Super Savings" zituula okusinga nga tezifaayo, nga bakasitoma batambula mu ngeri ey'akaseera obuseera era nga batambula ngalo-ngalo.

Enjawulo eriwo? Fuleemu emu ereeta okutya okufiirwa. Omulala asuubiza bugagga.

Okwetamwa okufiirwa kuba kwa maanyi emirundi 2-2.5x okusinga okukubiriza okufuna. "Okusubwa" kivaako ebikolwa bingi okusinga "okufuna ddiiru."

Kino Kitegeeza Ku Price Tags Yo

Ebintu ebifaanagana ebirina emiwendo egy’enjawulo bisobola okuba n’okutunda okw’enjawulo ennyo okusinziira ku ngeri gy’obinnyonnyolamu yokka.

Hand Sanitizer: Ekintu kye kimu, Emboozi ya njawulo

Ebigambo byombi bifaanagana mu kubala. Naye "kills 99%" ekuleetera okuwulira nga olina obukuumi. "1% survive" ekuleetera okwebuuza oba 1% eyo ejja kukulwaza.

Etteeka ly’okusasula doola 100

Essaati ya doola 30?"50% off".akubye "Kekkereza doola 15."
Laptop ya doola 1,000?"Kekkereza doola 200".akubye "20% off."

Obwongo buddamu ennamba yonnaawuliraebinene. NeEbiwandiiko by’Ebyuma Ebiwandiikiddwa ku Shelf, osobola okukyusa amangu ddala wakati w'okulaga ebitundu ku kikumi ne ddoola okusinziira ku bbeeyi point-okunyiga omulundi gumu mu backend, buli tag mu dduuka lyo etereeza mu sikonda.

Lwaki Ebintu Ebiri Wansi Wa "Limited Time" ESL Tags Bitunda Mangu

Weetegereze ebintu ebibuuka okuva ku bushalofu mu supamaketi y’omu kitundu kyo? Kebera obubonero bwa ESL. Kumpi bulijjo ziraga obubaka obw’amangu:

"Omukisa ogusembayo-gukoma ekiro kya leero".asinga okukola obulungi"Ddiiru nnene leero!"

"Esigazza 3 zokka mu sitoowa".asinga okukola obulungi"Gula kati otereke".

Nga enkola za ESL ziyungiddwa ku database yo ey'ebintu, obubaka buno obw'okufiirwa-frame butereeza butereevu:

Sitooki > 100:Laga "Omutunzi asinga - 5,000+ yatundibwa omwezi guno" (obukakafu bw'embeera z'abantu)

Sitooki < 20:Laga "[X] yokka esigazza - okutunda amangu" (ekizibu ky'ebbula)

Sitooki < 5:Laga "Kumpi Agenze!" + LED flash alert (ekisinga obunene eky’amangu)

Tewali kukebera mu ngalo. Tewali tags ezivudde ku mulembe. Enkola esika data ya yinvensulo mu kiseera ekituufu- era n'ekyusa fuleemu mu kaseera emitendera gya sitooka lwe gikyuka. Obubaka obw'ebbula bulabika nga ddala kituufu-era bubulawo mu ngeri ey'otoma nga okuddamu okutereka kubaawo.

Ebiseera-Okukyusa Fuleemu Okusinziira ku Biseera

Ebiseera eby’enjawulo mu lunaku byetaaga fuleemu ez’enjawulo. Omutambuze ku makya ne browser ey'akawungeezi balina endowooza ez'enjawulo ddala-era baddamu obubaka obw'enjawulo ddala.

Nga olina ekintu kya ESL eky’okulaga ekitegekeddwa, enkyukakyuka zino zibaawo mu ngeri ey’otoma:

Kiteeke omulundi gumu mu nkola y’okuddukanya. Buli tag mu buli aisle ekyuka omulundi gumu mu ssaawa etegekeddwa. Tewali bakozi batambula wansi. Tewali nsobi za manual. Tewali mikisa gyasubiddwa.

Ku zooni ezitumbula ebidduka ebingi-, .Screens za digito eza LCDamplify the effect further-dynamic video content showing countdown timers, flash sale animations, ne real-time "X abantu balaba kino" obukakafu bw'embeera z'abantu nti static tags simply tezisobola kutuusa.

Nga Negative Framing Ewangudde

Ku baguzi abamanyi ebyobulamu-, ekikubiriza okugula kiriokwewala akabi, obutafuna migaso:

Kasitoma amanyi ebyobulamu-tasuubula magoba-bagula okwewala okuteeka ebintu ebibi mu mubiri gwe. Taagi za ESL mu miryango gy'eddagala n'ebyobulamu eziraga "Paraben-Free" oba "No Artificial Colors" bulijjo zisinga obubaka obussa essira ku bikozesebwa-.

Emiwendo gy'Okwewandiisa

Obwammemba bwa mwaka: $1,200/omwaka vs. "Just $3.29/day".

Bbeeyi y’emu. Endowooza ya njawulo ddala. Okumenya ssente ennyingi mu nsaasaanya entonotono eya buli lunaku kibaleetera okuwulira ng’abatali bakulu. ESL screens ku maduuka g'ebyuma ebikozesebwa mu byuma bikalimagezi eziraga "$27/month" mu kifo kya "$648" zikyusa browsers ezibuusabuusa ne zifuuka abaguzi.

Okufuula Negatives okufuuka Positives

Ebintu ebiriraanye-okuggwaako bireeta okusoomoozebwa mu kukola fuleemu. "Eggwaako mangu" kiwulikika nga kibi. Naye ddamu okiteeke mu nkola:

ESL efuula enkyukakyuka zino ezikwata ku budde-ez'amangu era ez'otoma. Gatta data y'enkola yo ey'okuggwaako okutandikawo fuleemu z'okukka wansi ezigenda mu maaso: 20% off ku 3 days out, 40% off ku 1 day out-byona nga bitereeza nga tewali mukozi omu akwata ku tag.

LCD screens ku endcapsasobola okutwala kino mu maaso n'okubala "Flash Sale" eziriko obulamu ezitondekawo obwangu obw'amazima, okufuula okumpi-ebintu ebicaafu mu kutunda okw'embiro enkulu-.

Nga Framing Tekola

Effect ya framing si magic. Kinafuwa nnyo nga:

Ebintu Ebingi-Okugula Emigabo: Okugula mmotoka oba ennyumba? Bakasitoma bateekamu kaweefube ow’amaanyi ow’okutegeera ne balaba nga bayita mu bukodyo bw’okukola fuleemu.

Abaguzi Abakugu: Abakugu mu kugula ebintu mu B2B bakimanyi nti "99% effective" ne "1% failure rate" bitegeeza kimu.

Embeera Entangaavu: Bakasitoma bwe basobola okulaba fuleemu zombi omulundi gumu, effect esazaamu.

Empisa z’okukola Framing

Framing ya maanyi nnyo. Amaanyi ago gajja n’obuvunaanyizibwa.

Okuteekawo enkola y’empisa:

Okwanjula amawulire amatuufu mu ngeri ez'enjawulo ("80% lean"="20% fat"=byombi bituufu)

Okulaga emigaso egya nnamaddala bakasitoma gye bafaako

Okukozesa obubaka obw’ebbula nga ddala yinvensulo ntono

Okusala Layini:

Ebbula ly'ebicupuli ("Esigazza 2 zokka!" ng'olina 2,000)

Okutegeeza emigaso egitaliiwo

Okukozesa abantu abali mu mbeera embi

Ethical framing ekolaokusingaebbanga eddene-ebanga. Bakasitoma abawulira nga balimbiddwa tebakomawo. Nga ESL eyungiddwa ku data ya yinvensulo entuufu, ebigambo byo eby'ebbula bulijjo bituufu-okuzimba obwesige ate nga bivuga okutunda.

Omulundi oguddako bw’olaba ekintu nga kibuuka okuva ku bushalofu bwa supamaketi, kebera ku kiwandiiko kyakyo ekya ESL. Obubaka bukulu nnyo ng’ebbeeyi.

Weebuuze nti:Nze mbuulira bakasitoma bye bagenda GAIN, oba bye bayinza OKUFIRIZA?

Enkola ya framing effect ebadde ekakasiddwa okumala emyaka mingi. Ekipya ye tekinologiya okugituukiriza ku minzaani-okukyusakyusa fuleemu okusinziira ku budde bw'olunaku, okusinziira ku ddaala ly'ebintu, okusinziira ku mutendera gw'ebintu, byonna okuva ku dashiboodi emu ey'okuddukanya.

Teeka Sayansi mu Framing Mu Nkola

Ebiwandiiko bya LEGOYO eby’ebyuma ebiwandiikiddwa ku shelf ne LCD digital screensokukuwa ebikozesebwa okukola enkola z'emiwendo ezesigamiziddwa ku frame-:

One-click store{1}}ebipya ebigazi: Kyusa buli tag mu sikonda, so si ssaawa

Okukyusa fuleemu okutegekeddwa: Teekawo enkola z'okulaga ku makya/emisana/akawungeezi ezitambula mu ngeri ey'otoma

Inventory-evuddeko obubaka: Yunga ku data yo eya sitooka ku fuleemu z'ebbula ly'obudde obw'amazima-

Obusobozi bw’okugezesa A/B: Duka fuleemu ez'enjawulo mu bifo, pima ekituufu ekikola

LCD dynamic ebirimu: Ebiseera ebibala okudda emabega, okutunda flash an mations, okutumbula vidiyo mu bitundu by'ebidduka ebingi-

 

Layini y'ebintu

E-ink Ebiwandiiko bya Shelf eby'Ebyuma(2.66" okutuuka ku 7.3")

ku miwendo gya shelf egy’omutindo

LCD Digital Bbeeyi Screens(10.1" ne 15.6", oludda olumu & lubiri-)

ku endcaps ez’okutumbula n’okulaga ebifaananyi

Ebifaananyi bya LCD ebitangaavu

ku by’okwolesa ebintu eby’omutindo ogwa waggulu

Ebigonjoola ebizibu bya Kiosk ebikwatagana

ku kasitoma self-empeereza n'okukwatagana

Fuleemu esinga obulungi y’eyo gy’ogezesezza. ESL esobozesa okugezesa okusoboka.