为什么我奋斗到 30 岁了连买个 AirPods Pro 还要纠结很久?

Cecilia,前科研从业者/积极教养/正面管教注册讲师/家有两娃
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衡量一件东西「贵不贵」,不在于其绝对价值,而在于你的「支付意愿」。

支付意愿(Willingness to Pay)是消费者对特定物品或劳务的个人估价,带有强烈的主观评价成分;与之相对的是受偿意愿(Willingness to Accept)。这两个概念在环境价值评估的时候经常会用到。

比如,我们如何衡量一条河遭受污染所带来经济损失呢?在主观意愿调查法中,我们通常会问利益相关者两个问题:

  • 问题一:如果别人要污染你家旁边这条河,你觉得他们给你赔多少钱,你能接受?
  • 问题二:如果你家旁边这条河已经被污染了,你愿意花多少钱用于改善这条河的水质?

有趣的是,大多数匿名受访者在提到「受偿意愿」的时候都习惯狮子大开口,愿意接受成千上万的「赔偿」;但你要问他们愿意出多少钱来治理污染时,他们的「支付意愿」一般都是几百,甚至几十元。

因此,我们通常认为,按照「支付意愿」来计算,会低估公共物品(Public Goods)本身的价值;而按照「受偿意愿」来计算,又会高估公共物品的价值。

但是,在「私人物品」(Private Goods)的领域,支付意愿就会开始主宰市场的供需。

比如我们常常听说的「消费者剩余」,实际上就是支付愿意和物品价值之间的差值。

比如,你觉得一件衣服价值 100 元,它的售价为 200 元,你会觉得贵;它的售价 20 元,你就觉得「划算」,甚至有种自己「节省 / 赚」了 80 元(100-20)的快感;它的售价 100 元,你觉得「合理」——但不一定会产生购买行为。

说回 AirPods Pro,一对耳机售价 1999 元,到底贵还是不贵,取决于你对它的支付意愿——而影响支付意愿的因素很多,包括:

  • 价值观

题主说:

月薪一万,房贷三千四,异地恋中,日常开销不大,不追车不爱表不抽烟不喝酒,手机是几年前的 7P。

可见大多数收入都用于投资和储蓄了,在消费方面并不是追求新款、大牌的。

  • 对物品的预期

有人追求的是「品牌」(branding):只要是苹果 / 华为的就无脑买;

有人追求的是「功能」:耳机除了能听歌,还需要考虑蓝牙功能、音质等;

有人追求的是「实用」:都是耳机,能听歌就行。

  • 对品牌的满意度

顾客的高满意度也会带来一定的溢价,例如对某个品牌的追随(乃至狂热追随)可能会让他在价格均在支付意愿附近时,选择自己认为更可信赖的品牌。


如果你觉得纠结,可能是品牌的营销不到位,也可能你并非品牌的目标客户。

一罐普通的老酸奶 8 元,还有打折后低至 3~4 元的,如何卖出一瓶 15~25 元的酸奶呢?

广告语会告诉你:一杯相当于 3 杯。

你算个账,喔,这样等于一杯才花 5~8 元,和市场价也差不多——也许你就会花钱购买了。

一对普通的蓝牙耳机也就几百元,甚至还有几十元的,如何卖出一对近 2000 元的耳机呢?

因为它有自己的生态,它能完美适配你已有的手机,它象征着「符合年轻人的时尚」,它意味着顺滑的使用体验……

你要想买,就多听周围人说说产品的好,多看看产品的宣传和广告,提高自己的支付意愿;你要不想买,就和这些信息隔离开来,以降低或稳固自己的支付意愿。

也许,你还会有这样的感慨:不是没钱,只是不值。

我有 2000 元的消费预算,但我为什么要花 2000 元去买一个耳机?但如果一台 iPhone11 也卖 2000 元,可能我们就会毫不犹豫地买了。

要想在消费主义倾向的暗示中,不迷失自己是很难的。

为了购买一对 AirPods Pro 而纠结,不是抠、也不是奋斗失败;只是有更多比它更值得你花钱的地方——投资买房,筹备婚嫁,抚养子女,赡养父母。

说到底,你奋斗的初心,也并不是为了买一对耳机,对吧?

发帖时间: news

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