Intelligent Consumerism-明智的消费,Intelligent Consumeri

Wise consumers read magazine advertisements and watch TV commercials, but they do this with one advantage: knowledge of the psychology behind the ads. In other words, well-informed consumers watch for information and check for misinformation. They ask themselves questions: Is the advertiser hiding something in small print at the bottom of the page? Is there any real information in the commercial, or is the advertiser simply showing an attractive image? Is this product more expensive than it should be because it has a famous name? With the answers to these questions, consumers can make a wise choice.

聪明的消费者看杂志广告，看电视广告，但他们这么做只有一个目的，就是要了解藏在广告背后的心理状态。换句话说，信息灵通的消费者会留心各种资讯，也会查证各种有误导作用的谣传。他们会问自己：广告商是不是在边角的小字里藏着点什么？广告里是否有真实内容，或者广告商纯粹只提供诱人的画面？是否因为是名牌，产品就卖得更贵？这些答案会帮助消费者做出明智的选择。