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2024考研英语同源外刊7月:买买买,小心中圈套!

Product returns pose a major challenge for retailers. In 2022. U.S. consumers returned 16.5% of merchandise purchases, costing retailers an estimated $816 billion in lost revenue. Typical strategies to reduce revenue lost to product returns include reducing the likelihood of returns by providing more information about products  and increasing the financial and transaction costs to consumers who do return products. But the former strategy is costly to retailers, and the latter is costly to consumers. Our recent research identifies an effective strategy for reducing this loss of revenue that benefits everyone: cross-selling products during the product-return process.

产品退货给零售商带来重大挑战。2022年，美国消费者的退货率达到16.5%，给零售商的收入造成约8160亿美金的损失。减少因产品退货造成的收入损失的典型策略包括：通过提供更多关于产品的信息、增加消费者的财务和交易成本，从而减少退货的可能性。但是前一种策略对零售商来说代价过大，而后者对消费者来说代价贵。我们近期的研究发现了一种有效的策略，可以减少这种收入损失，使每个人都受益：在产品退货过程中交叉销售产品。

In six experiments we found that consumers treat refunds as money already lost, so spending these funds on another purchase feels less painful. Research participants were more likely to spend money from a product refund than from a bonus, and even more likely to spend refunded money than unexpected income, like lottery winnings and tax refunds. We call this “the refund effect.”

在开展的六个实验中，我们发现消费者会把退款看作是已经花掉的钱，因此把这些钱再进行另一次消费感觉上并不那么痛苦。参与研究的人表现出更有可能把产品退款花掉，而不是花掉奖金，而且比起意外收入(如彩票和退税等)，他们甚至更有可能花退款的钱。我们称之为“退款效应”。

Here are three findings retailers should keep in mind to make the most of the refund effect:

Cross-selling opportunities occur during the returns process — before money is reissued to the customers’ original payment method.

The refund effect is far less likely to boost sales after money has been refunded to a credit card or checking account. Why? The refund effect depends on creating and maintaining an “earmark” that reminds consumers the money has been lost. Our research found that if refunded money is pooled with money from other sources the earmark is removed and consumers spend it no differently than money from other sources.

以下是零售商充分利用退款效应应该牢记的三项研究发现：

交叉销售的机会出现在退货过程中——在钱款重新退回消费者原支付方式之前。

等退款退回到信用卡或支票账户后，退款效应不太可能促进销售。为什么?退款的效果取决于创造和维持一个“专款”，提醒消费者钱已经花掉了。我们的研究发现，如果退款的钱与其他来源的钱混在一起，“专款”的效应就会消失，消费者花这些钱的方式与花其他来源的钱没有什么不同。

The refund effect only works when consumers expect to lose money.

Our research showed that consumers have to initially expect to keep the goods and services they buy to create the earmark that makes the refund effect work. “Try before you buy” strategies, where consumers do not expect to pay for returned goods, are unlikely to create a refund effect if those goods are returned.

只有当消费者预期钱会损失时，退款效应才会起作用。

我们的研究表明，消费者起初必须预期他们不会退掉购买的商品和服务，从而创造使退款效果起作用的专款。“先试后买”的策略，即消费者预期不会为退货的商品买单，如果这些商品被退货，不太可能产生退款效果。

The refund effect applies across categories.

Because refunded money feels as if it has already been lost, the refund effect applies both to cross-sold products in the same category and products in other categories.

The lesson for retailers? Instead of resorting to practices whose harsh transaction costs can alienate customers, sometimes permanently, creating return policies and practices informed by the refund effect can be an effective way to reduce the revenue loss incurred by product returns in a way that benefits both consumers and retailers.

退款效应对全品类商品均适用。

因为退款的钱给人的感觉是已经花掉的，所以退款效应既适用于同一品类的交叉销售产品，也适用于其他品类的产品。

这对零售商有什么启示?

 

单词：

1.reissue

/ˌriːˈɪʃjuː/

v.重新发行;再发出

n.重新发行;再版物

2.本词错误(此处为二次编辑)

/ɛmˈbɑːk/

v. 上船，上飞机; 着手，开始(新的或艰难的事情)

3.pool

/puːl/

n. 游泳池; 池塘，水坑; 一小片(液体或光); (河的)深水处，深潭; 后备人员，备用物品; 共用的资源(或资金); (有相同职业或共同从事某项活动的)人群; 赌球(或其他体育比赛)

v. 集中(资源、钱财等)以备共用; 积水成洼; (血液)在静脉中淤积

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