上世纪90年代在美国读书时注意到了一个奇怪的现象:几乎每天都能在报纸的末页(最便宜的版面)看到各个床垫商店的广告,注意:不是厂家,而是有地址、有电话的商店广告。虽然好奇,但一直也没有明白为什么一个非快消品类会如此连篇累牍地以甚至比快消品还要密集的频率打广告,问了一些周边的美国人,也说不出个所以然来。直到后来读商学院时,问了我们的广告学教授,她的回答倒是直截了当地一语点破:虽然不是快消品,但床垫坏了你是熬不过去的, A strange phenomenon was noticed in the United States in the 1990s when studying in the United States: Every mattress store advertised on the last page of the newspaper (the cheapest layout) almost daily, noting: not the manufacturer, but the address, the Phone ads for the store. Although curious, it has never been understood why a non-fast-acting consumer would be so enamored as to advertise even more frequently than fast-food products, asking some of the surrounding Americans for no other reason. When I was in business school, I asked our professor of advertising, but her answer was straightforward: though it was not a FMCG, the mattress was broken and you could not get over it,