{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"fa2211c7-60b5-424b-a841-a97c7196aed1","title":"数据资本时代","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787508694313","requested_by":"printed_page","book":{"source_type":"original_book","book_id":"fa2211c7-60b5-424b-a841-a97c7196aed1","id":"fa2211c7-60b5-424b-a841-a97c7196aed1","uuid":"fa2211c7-60b5-424b-a841-a97c7196aed1","title":"数据资本时代","normalized_title":"数据资本时代","author":null,"edition":null,"publisher":null,"year":null,"isbn":"9787508694313","isbns":["9787508694313","9783642038211"],"parsed":true,"ai_readable":true,"document_type":"book","page_count":278,"navigation_url":"https://workshop.closeclaw.top/ai/book/fa2211c7-60b5-424b-a841-a97c7196aed1","title_url":"https://workshop.closeclaw.top/ai/title/%E6%95%B0%E6%8D%AE%E8%B5%84%E6%9C%AC%E6%97%B6%E4%BB%A3","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/fa2211c7-60b5-424b-a841-a97c7196aed1/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/fa2211c7-60b5-424b-a841-a97c7196aed1/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/fa2211c7-60b5-424b-a841-a97c7196aed1","page_url":"https://workshop.closeclaw.top/api/ai/books/fa2211c7-60b5-424b-a841-a97c7196aed1/page","search_url":"https://workshop.closeclaw.top/api/ai/books/fa2211c7-60b5-424b-a841-a97c7196aed1/search"},"page":{"printed_page":54,"pdf_page":74,"physical_index":74,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"808592cae9acdde2e31b25863d411434601f30c1faecd7409f889a7a007964c1"},"chapter":"第3章","content":"更糟糕的是，这种信息简化主义并不能显著地减少每个市场参与者所面临的选择困难。减少需要处理的信息，不一定代表我们就会做出更好的决策。实际上，将信息浓缩成单一数字后，我们反而更容易受到一些偏见的影响。这些偏见有据可查，常常会令我们做出糟糕的决策。聪明的营销人员会利用这一点，来干扰我们的理性评估，并使我们把注意力再次放在价格上。以数字9结尾的标价就是一个很好的例子，这种定价方式会让我们产生某东西的价格比其实际价格低的错觉。\n\n2010年1月的一天，史蒂夫·乔布斯穿着大家熟悉的黑色高领毛衣登上了演讲台，宣布了iPad（苹果平板电脑）的面世。他问大家：“我们应该给它定多高的价格呢？按照专家的意见，我们将会把价格定到1000美元以下，也就是999美元。”这时，这个价格在他身后的屏幕上闪动起来。但是，乔布斯继续说，苹果公司为iPad设定了一个极具挑战的成本目标，而且公司也实现了这个目标。伴随着玻璃破碎的声音，大屏幕上的999美元，被替换为499美元—这就是第一代iPad的零售价。这不仅是乔布斯个人的一个辉煌时刻，而且它将iPad在人们心目中的实际价值“锚定”在了一个刻意为之的高价位上。人们会觉得，无论iPad的功能与同类产品相比如何，它的价格都是相对实惠的，它是物超所值的。\n\n数据资本时代\n\n054","previous_page":53,"next_page":55}