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一旦收费,不论多低,都会造成心智交易成本障碍,而大多数人不愿耗费精力翻越这个障碍。而免费则能帮助消费者快速作出购买决定,使更多人愿意尝试新商品1996年,《乡村之音》最终妥协了。在成立40年之后,这份著名的报纸决定采取免费策略。几乎和其他所有都市周报一样,它将在街头的报刊亭以及零售摊点免费赠送。这一天被公认为是《乡村之音》影响力开始下降的信号。2005年,《纽约》杂志刊登了一篇关于该报的文章,标题是“坟墓上空的声音:自10年前决定免费起,著名都市报大不如以前”。和《乡村之音》境遇截然不同的是周报《洋葱》(Onion),这份以讽刺性文章见长的宽版周报创立于1988年,最初只是在威斯康星州的麦迪逊大学城免费发放,但经过
Once charged, no matter how low, will cause barriers to mental transaction costs, and most people are reluctant to spend energy to overcome this barrier. And free to help consumers make purchasing decisions quickly, so that more people are willing to try new products In 1996, “Village Voice” finally compromised. Forty years after its establishment, the famous newspaper decided to adopt a free strategy. Like almost every other Metro Weekly, it will be complimentary at street kiosks and retail stalls. This day is widely recognized as the signal that the influence of “Village Voice” has started to decline. In 2005, New York magazine published an article on the newspaper titled “The Voice Over Tombs: Since 10 Years Ago Decided Free, The Famous Metropolis is Not as Good As Ever Before.” Quite apart from The Onion, the weekly Onion, this satirical article was first published in 1988, initially for free at Madison City University in Wisconsin,