"Kukhazikika kwanu kumatsimikizira zenizeni zanu", analemba Daniel Goleman. M'buku lake "Focus" adatchula luso lathu lachidziwitso lofunika kwambiri komanso losapeŵeka: chidwi. Chisamaliro ndi chomwe chimatilola ife kukhala m'dziko, kuzindikira zomwe zikuchitika, ndi kupanga zosankha.
Pachifukwa ichi, sizodabwitsa kuti masitolo ndi malonda amachita chilichonse kuti akope chidwi chathu. Kuti achite izi, amagwiritsa ntchito "zoyambitsa" zambirimbiri, zolimbikitsa zomwe zimayambitsa mayanjano akale ndikupanga malingaliro - osazindikira - zomwe zimatipangitsa kuti tilowe m'sitolo ndikugulanso.
Kodi mungatenge bwanji chidwi ndi makasitomala?
1. Kugulitsa kukhala komwe tili
Kodi munayamba mwadzifunsapo kuti chifukwa chiyani zikwama zam'sitolo nthawi zonse zimakhala ndi logo ya shopu yokha, kapena unyolo? Merchandising ndi imodzi mwa njira zothandiza kwambiri kukopa chidwi, kuwonjezera chidziwitso cha mtundu (kudziwitsa za mtundu) ndikukopa omwe angakhale makasitomala.
Kugulitsa kumaphatikizapo malonda onse okhala ndi chithunzi cha sitolo, mtundu kapena chilolezo. Atha kukhala matumba akale omwe ali ndi logo yamtundu, komanso mphatso zochulukirapo monga mipira yoletsa kupsinjika kapena zothandizira mafoni am'manja ndi mapiritsi.
Ndi zinthu izi, zomwe nthawi zambiri zimadziwikiratu chifukwa cha kugwiritsidwa ntchito kwake komanso kugwiritsidwa ntchito kwake, mtunduwo umatha kudziphatikizira m'malingaliro a kasitomala ndipo nthawi yomweyo kukulitsa kufikira kwake podzidziwitsa kwa omvera ambiri, chifukwa chake ndi malonda abwino kwambiri. njira.
2. Chiwonetsero ngati jenereta wa chidwi
Mu "Lady's Paradise", buku la Émile Zola lonena za mtsikana wamasiye yemwe amafika ku Paris kukagwira ntchito m'sitolo yogulitsira, ndizotheka kuwona kufunikira kwa kuwonetsa ndi kukongoletsa masitolo kuti akope chidwi cha omwe angakhale makasitomala kale mu 1883. Masiku ano kuvala kwazenera kukupitilizabe kukhala kofunikira kwa mashopu ndi ma brand, koposa zonse ngati chinthu chosiyanitsa.
Chiwonetsero chopanga komanso choyambirira, chomwe mapangidwe ake amasiyana ndi wamba kapena amafotokoza nkhani yosangalatsa, ndi chiganizo chomwe nthawi zambiri sichidziwika. Chidwi chomwe chiwonetsero chopangidwa bwino chingadzutse mwayi woti tilowe m'sitolo ndikugula.
3. Mphamvu ya nyimbo ngati chinthu cholumikizira
Mu 1982, Ronald E. Millman adachita kafukufuku wamaganizo wamakono momwe adapeza kuti pamene nyimbo zakumbuyo zimathamanga mofulumira, makasitomala amagula zochepa: ankayenda mofulumira, amanyamula zinthu zomwe amazifuna, ndipo nthawi zambiri amakhala ndi nthawi yochepa m'sitolo. .sitolo.
Koma tempo ya nyimbo itachepa, mayendedwe a makasitomala adachepanso. Anakhala nthawi yambiri m'sitolo ndikugula zina. Chifukwa chake? Nyimbo zimagwira ntchito mwachindunji pamapangidwe a limbic system yaubongo wathu, zomwe zimachititsa chidwi chathu.
Chifukwa chake, imakhala ndi chikoka chachikulu pamalingaliro athu, imapanga kusintha kwa malingaliro athu ndipo pamapeto pake imakhudza zosankha zathu. Pachifukwa ichi ndi imodzi mwa makadi a malipenga omwe ogulitsa amagwiritsa ntchito kuti atikope, kutipangitsa kukhala omasuka komanso kutilimbikitsa kugula.
4. Aromas monga activators maganizo
Kununkhira kwa keke yophikidwa kumene kungatifikitse paubwana wathu pamene kununkhira kwa maluwa kumatipangitsa kukhala osangalala komanso kununkhira kwa khofi kumatipangitsa kumva kuti ndife otetezeka. Lavender ndi sinamoni akupumula, pamene peppermint imapatsa mphamvu. Nthawi zambiri sitidziwa za mayanjano amene fungo ili limapanga, koma limakhudza zomwe timasankha pogula.
Mu 1993, katswiri wa minyewa Alan Hirsch anatsimikizira zimenezi. Adapanga zoyeserera zaupainiya pazamalonda zamafuta onunkhira zomwe zimaphatikizapo kuyika nsapato ziwiri zofanana za Nike m'zipinda ziwiri zofanana ndendende. Chosiyana ndi chakuti chipinda chimodzi chinali chosanunkhiza pamene china chinali kutulutsa fungo lokoma la maluwa.
Hirsch adapeza kuti cholinga chogula chidakwera ndi 84% mchipinda chonunkhira. Kutsatsa kwafungo "kumagwira" chikomokere chathu, kumapangitsa zomwe timagula kukhala zosaiwalika komanso kumalimbitsa chizindikiritso chamtundu. Pachifukwa ichi, mitundu yambiri imapanga fungo lawo, lomwe limawasiyanitsa, komanso kukopa makasitomala omwe angakhale nawo.
5. Mtundu uliwonse uli ndi cholinga chake
Timakonda kugwirizanitsa mitundu ndi malingaliro osiyanasiyana: pomwe chikasu chimapereka chiyembekezo ndipo lalanje imatidzaza ndi mphamvu, buluu imapanga chidaliro. Pachifukwa ichi, mitundu ndi kuyatsa ndi zinthu zina zamalonda zamalonda zomwe masitolo amagwiritsa ntchito pofuna kukopa chidwi cha makasitomala omwe angakhale nawo ndikuwonjezera kugula.
Zambiri zowoneka ngati zosafunikira, monga tag yofiira, zitha kupangitsa kugulitsa pang'ono kukhala malonda apamwamba muubongo wathu. Zawonekanso kuti mabatani obiriwira m'masitolo apaintaneti amadinanso 10-20% zambiri ndikupanga zosintha zambiri, chifukwa zimatipatsa malingaliro odekha komanso otetezeka panthawi yomwe tikuzifuna kwambiri, kuti tichepetse nkhawa zomwe zimachitika tisanayambe kupanga. kusankha kugula.
Mwachidule, masitolo ndi ma brand amagwiritsa ntchito njira zosiyanasiyana kuti akope chidwi chathu, kuchokera ku mphatso zamakampani zomwe zimakhala mauthenga amphamvu otsatsa mpaka mafuta onunkhira kapena mitundu yomwe imayambitsa malingaliro osiyanasiyana. M'dziko lomwe likuchulukirachulukira ndi zokopa ndi kutsatsa, mitundu imaphatikiza zaluso ndi Neuroscience, kapangidwe ndi Psychology, kuti ziwonekere ndikukumbukiridwa. Zili kwa ife kuwamvera.
Malire:
Chebat, J. Michon, R. (2003) Zotsatira za fungo lokhazikika pamalingaliro a ogula m'misika, kuzindikira, ndi kugwiritsa ntchito ndalama: Mayeso amalingaliro oyambitsa mpikisano. Zolemba Za Kafukufuku Wazamalonda; 56 (7): 529-539.
Spangenberg, ER et. Al. (1996) Kuwongolera Malo Osungiramo Malo: Kodi Zizindikiro za Olfactory Zimakhudza Mayeso ndi Makhalidwe? Zolemba Potsatsa; 60 (2): 67-80.
Milliman, RE (1982) Kugwiritsa Ntchito Nyimbo Zakumapeto Kukhudza Makhalidwe a Ogula M'ma Supermarket. Zolemba Potsatsa; 46 (3): 86-91.
Pakhomo Njira 5 zotsatsa kuti mutenge chidwi chanu idasindikizidwa koyamba mu Pakona ya Psychology.
