3 sneaky tactics that websites use to make you spend | Your Money and Your Mind

Transcriber:

Worldwide, online retail has been on the rise.

Translator: Aznah Binti Arshad Reviewer: Nurul Hanim Abd Karim

Di seluruh dunia, pembelian atas talian sedang meningkat.

In 2019 alone,

Tahun 2019 sahaja,

shoppers spent nearly 3.8 trillion dollars online.

pengguna membelanjakan hampir 3.8 trilion dolar dalam talian.

And to keep those figures climbing,

Bagi menaikkan lagi angka itu,

some companies are pulling out all of the stops

beberapa syarikat lakukan banyak perkara

to hold your attention and to keep you spending.

untuk tarik minat dan buat anda terus berbelanja.

To help you regain control of your shopping environment,

Bagi membantu anda kawal semula persekitaran beli belah,

I'll identify three of their tactics

saya kenal pasti tiga taktik mereka

and share three tips to counteract them.

dan kongsi tiga petua menanganinya.

[Your Money and Your Mind with Wendy De La Rosa]

[Wang dan Minda Anda bersama Wendy De La Rosa]

One online gimmick that sites use is gamification,

Satu gimik dalam talian yang digunakan ialah permainan,

and this is where websites use game design elements

di sini laman sesawang guna elemen rekaan permainan

to get you to spend more time and more money on their sites.

untuk buat anda habiskan lebih masa dan wang di laman mereka.

Now, some sites have a virtual wheel for you to spin

Ada beberapa laman mempunyai roda putar untuk dipusing

to get a chance at that day's discounts.

agar dapat peluang diskaun hari itu.

Others, they let you accrue loyalty points

Laman lain, anda boleh kumpul mata kesetiaan

based on how you interact with the site.

berdasarkan interaksi anda dengan laman itu.

And that kind of gamification, in my mind, is really dangerous.

Bagi saya, permainan sebegini sangat bahaya.

In one classic experiment,

Dalam satu eksperimen klasik,

lab rats were more captivated by the random chance of pushing a lever

tikus makmal lebih tertarik dengan peluang menolak tuas

and receiving a food pellet

dan dapat pelet makanan

than by the certainty of a fixed food schedule.

daripada pembahagian makanan ikut jadual.

And we as humans are just the same.

Kita sebagai manusia pun sama.

We're enticed by the chance to win.

Kita tertarik dengan peluang untuk menang.

Just like at a slot machine in Vegas,

Seperti slot mesin di Vegas,

you increase your dopamine levels every time you try your luck.

anda tingkatkan tahap dopamin setiap kali anda mencuba.

So my tip here is to avoid temptation altogether

Tip saya adalah untuk elak terus

by unsubscribing from online shopping emails.

dengan henti langgan email membeli belah.

You can't buy what you can't see,

Anda tak boleh beli, barang yang tak nampak,

and these emails are constant reminders

dan email ini adalah peringatan berterusan

that are intended to lure us back to the site

yang mahu tarik kita kembali kepada laman itu

with its gamifications and its gimmick,

dengan permainan dan gimik ini,

when you'd otherwise not be thinking about them.

apabila kita selalunya tak fikirkan tentangnya.

A second tactic online retailers use is scarcity.

Taktik dalam talian kedua ialah kekurangan.

Many sites now tell you

Kebanyakan laman beritahu

how many other customers are also viewing the same item,

jumlah pelanggan yang juga lihat barang yang sama,

making it seem like that item is very popular,

tampak seperti barang itu sangat popular,

and it's likely to go quickly.

dan mungkin laris dijual.

Similarly, websites will use a timer for your basket,

Begitu juga, laman sesawang akan guna pemasa untuk bakul anda,

pushing and pushing the message

kerap hantar mesej

that these potential items won't be available for long.

bahawa barang itu mungkin akan kehabisan.

Research shows that the perceptions of a product's scarcity

Kajian tunjukkan tanggapan produk yang sukar didapati

can increase its value in the eye of the shopper

boleh tingkatkan nilainya dalam pandangan pembeli

and increase a shopper's willingness to buy.

dan tingkatkan kesudian pembeli untuk membeli.

Scarcity can also make people feel more competitive and selfish as well.

Kekurangan juga boleh juga buat orang lebih bersaing dan pentingkan diri juga.

So here's my tip to help you combat scarcity:

Ini petua untuk bantu tangani kekurangan barangan:

when scarcity is tempting you,

apabila kekurangan barang menggoda anda,

back away from the website, back away from the car

undur diri dari laman web, undur diri dari bakul beli-belah

and sleep on it.

dan fikirkan semalaman.

That can help you decide whether or not you really need

Tindakan itu membantu tentukan sama ada perlu atau tidak

whatever it is that you were planning on buying.

apa sahaja yang awak rancang untuk beli.

Leave the site for at least an entire day

Tinggalkan laman itu sepanjang hari

and see if you're still itching for the item.

dan lihat jika anda masih teringin membeli.

This approach works best if you use an incognito browser

Langkah ini paling berkesan jika anda guna laman samaran

so you won't be haunted by the ads for the product

supaya anda tak dihantui oleh iklan produk itu

everywhere you go.

ke mana sahaja anda pergi.

The third tactic that companies use

Taktik ketiga yang syarikat gunakan

is to allow you to pay in installments.

ialah membenarkan anda bayar ansuran.

A number of e-commerce sites have adopted payment schemes

Beberapa laman e-dagang telah guna pakai skim pembayaran

that will let you order an item and pay for it later.

yang benarkan anda memesan barang dan bayar kemudian.

Now, installment plans are useful

Pelan ansuran membantu

if you're replacing a large, expensive item,

jika anda menggantikan barang yang besar dan mahal,

like a broken refrigerator.

seperti peti sejuk rosak.

But I think these installment plans veer towards predatory

Namun pelan ansuran ini cenderung jadi pemangsa

when you're purchasing less urgent, less important items.

apabila anda beli barang yang kurang mendesak, kurang penting.

Looking at small monthly payments

Melihat kepada pembayaran bulanan yang rendah

psychologically decreases the cost of those new sneakers

secara psikologi menurunkan kos kasut baru

or new pair of jeans.

atau seluar jean baru.

And that mental trickery

Serta tipu muslihat fikiran

means that you're more likely to buy additional items.

bermaksud anda makin cenderung beli barang tambahan.

Mungkin ia nampak berbeza daripada kad kredit,

And while it may feel different from a credit card,

you still owe these companies money.

anda masih berhutang dengan mereka.

So at the end of the day, you're still taking on debt

Di penghujungnya anda masih berhutang

and potentially adding late fees and interest,

dan mungkin ditambah yuran lewat dan kadar faedah,

and you may find yourself owing a lot more

dan anda mungkin dapati anda berhutang lebih banyak

than the original sticker value for those jeans.

daripada harga asal seluar jean tersebut.

So here's my third and final tip:

Tip ketiga dan terakhir:

above all else, do not use these payment installment plans.

jangan gunakan pelan bayaran ansuran.

If you want an actual discount,

Jika mahu diskaun sebenar,

there are browser plug-ins you can use

ada perisian sokongan yang boleh digunakan

that will help you find the best deals.

membolehkan anda cari tawaran terbaik.

Online retail has made shopping incredibly convenient,

Pembelian atas talian jadikan beli belah sangat mudah

but not every day needs to feel as overwhelming as Black Friday.

namun bukan setiap hari perlu rasa keterlaluan seperti Black Friday.

By putting these tips into practice,

Dengan amalkan petua-petua ini,

you can tune out some of the tricks and the gimmicks,

anda boleh ketepikan beberapa muslihat dan gimik

and once again, regain control of your shopping environment.

dan sekali lagi, mengawal semula persekitaran beli belah anda.