EP024 一句「這個東西不適合你」，為什麼反而讓人更想買？

簡介做生意的人都知道一件事：想賣東西，就要說服顧客這東西有多適合他。但最近有一組行銷學者做了八個實驗，得出一個違反直覺的結論——有時候，跟顧客說「這東西可能不適合你」，反而讓對的人更想買。這集就來聊聊，這個聽起來像在趕客的招數，到底是怎麼運作的。資料來源Karen Anne Wallach, Jaclyn L. Tanenbaum, Sean Blair. "This Article Is Not for Everyone: The Impact of Dissuasive Framing on Consumer Response to Product Messages." Journal of Consumer Research（消費者研究期刊）, 2026.研究團隊科普說明版：Karen Anne Wallach 等, "If you don't like dark roast, this isn't the coffee for you." The Conversation, June 23, 2026.https://theconversation.com/if-you-dont-like-dark-roast-this-isnt-the-coffee-for-you-how-exclusionary-ads-can-win-over-the-right-customers-269080哈佛大學公共衛生學院健康傳播中心對該研究的整理："Specifying who a message isn't for increases persuasion among the people it is for."https://hsph.harvard.edu/health-communication/news/lessons-learned-specifying-who-a-message-isnt-for-increases-persuasion-among-the-people-it-is-for馬麥醬（Marmite）"You Either Love It Or Hate It" 廣告詞背景："The history of the Marmite You Either Love It Or Hate It slogan." Creative Review, 1996年起使用。https://www.creativereview.co.uk/you-either-love-it-or-hate-it/Leave a comment and share your thoughts: https://open.firstory.me/user/cmp81oi0f04qv01ue79ky4fro/comments Powered by Firstory Hosting