{"id":1300,"date":"2025-06-11T10:32:52","date_gmt":"2025-06-11T10:32:52","guid":{"rendered":"http:\/\/okoboro.com\/?p=1300"},"modified":"2026-04-15T12:34:54","modified_gmt":"2026-04-15T10:34:54","slug":"psychologia-cien","status":"publish","type":"post","link":"https:\/\/okoboro.com\/en\/psychologia-cien\/","title":{"rendered":"The psychology of prices"},"content":{"rendered":"
A pre\u010do je to tak?<\/p>\n\n\n\n<\/figure>\n\n\n\n
Psychol\u00f3gia cien nie je presn\u00e1 veda, ale d\u00f4le\u017eit\u00e9 je to, \u010do c\u00edti v\u00e4\u010d\u0161ina.<\/p>\n\n\n\n
Pozor: Pre tento pr\u00edklad nie je podstatn\u00e9, \u017ee ceny kon\u010dia na ba\u0165ovsk\u00fdch 99 centov. Pokojne si m\u00f4\u017eete tento princ\u00edp predstavi\u0165 aj na sume napr. 7,50\u20ac pr\u00edpadne bez centov, na cene 8\u20ac. Princ\u00edp je rovnak\u00fd. V tomto pr\u00edklade nejde o cenu, ale o to ako sa zn\u00e1zor\u0148uje znak \u20ac \u010di slovo EUR.<\/p>\n\n\n\n
V\u00ddSLEDOK A VYSVETLENIE:<\/strong><\/p>\n\n\n\n
Jasn\u00e1 v\u00e4\u010d\u0161ina \u013eud\u00ed vn\u00edma v tomto pr\u00edklade v ka\u017edom riadku smerom dole cenu akoby lacnej\u0161ie. Viem, m\u00f4\u017ee to znie\u0165 absurdne, ale jednoducho to tak je.<\/p>\n\n\n\n
\u010co sa tu deje?<\/p>\n\n\n\n
Hrajem sa tu s ve\u013ekos\u0165ami fontu. Detailnej\u0161ie:<\/p>\n\n\n\n
Znak \u20ac n\u00e1m indikuje platenie. Ak je men\u0161\u00ed (tretia varianta), cena je akoby zdanlivo ni\u017e\u0161ia. Z\u00e1rove\u0148, ak m\u00e1 znak rovnak\u00fa ve\u013ekos\u0165 fontu ako cena (druh\u00e1 varianta), p\u00f4sob\u00ed cena dlh\u0161ie a to p\u00f4sob\u00ed drah\u0161ie. To z\u00e1vis\u00ed \u010diasto\u010dne aj od toho, \u010di medzi znakom \u20ac a cenou je, alebo nie je medzera. V tomto pr\u00edpade som ju nepou\u017eil.<\/p>\n\n\n\n
Ak sa namiesto znaku pou\u017eije slovo EUR (prv\u00e1 varianta), p\u00f4sob\u00ed to mas\u00edvne. Akoby cel\u00e1 suma bola \u0165a\u017e\u0161ia a dlh\u0161ia. Ak sa v poslednom riadku (\u0161tvrt\u00e1 varianta) zmen\u0161il font znaku spolo\u010dne aj s fontom zn\u00e1zornenia centov, p\u00f4sob\u00ed to men\u0161ie, od\u013eah\u010denej\u0161ie a t\u00fdm p\u00e1dom lacnej\u0161ie.<\/p>\n\n\n\n
\u00daloha \u010d. 2<\/strong><\/p>\n\n\n\n
Sk\u00fas sa v \u00falohe r\u00fdchlo rozhodn\u00fa\u0165 a a\u017e potom si pre\u010d\u00edta\u0165 vysvetlenia pod obr\u00e1zkom.<\/p>\n\n\n\n
Rozhodni sa, ktor\u00e1 z\u013eava z dvoch vari\u00e1nt na obr\u00e1zku sa zd\u00e1 by\u0165 v\u00e4\u010d\u0161ia. Jednoducho pocit, \u017ee z\u00edskava\u0161 lep\u0161iu z\u013eavu.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Ak si sami pred sebou potvrd\u00edte, \u017ee ste nad \u00falohou nerozm\u00fd\u0161\u013eali, iba ste sa r\u00fdchlo pocitovo rozhodli, tak vtedy v\u00fdsledky maj\u00fa vy\u0161\u0161iu hodnotu.<\/p>\n\n\n\n
V\u00ddSLEDOK A VYSVETLENIE:<\/strong><\/p>\n\n\n\n
Prekvapivo ve\u013ea \u013eud\u00ed v r\u00fdchlej reakcii m\u00e1 pocit, \u017ee varianta \u010d. 2), z\u013eava z 40\u20ac na 38,50\u20ac je v\u00e4\u010d\u0161ia. Ke\u010f sa nad t\u00fdm zamysl\u00ed\u0161, tak to je samozrejme blbos\u0165. Z\u013eava vo variante \u010d. 1) je 2,5\u20ac, ale z\u013eava vo variante \u010d. 2) je jasne men\u0161ia, iba 1,5\u20ac. Do \u00falohy som zakomponoval drobn\u00fd chyt\u00e1k. Jednozna\u010dn\u00fa nelogickos\u0165, pri ktorej racion\u00e1lne a matematicky by \u013eudia na 100% mali c\u00edti\u0165, \u017ee prv\u00e1 mo\u017enos\u0165 je jednozna\u010dne v\u00e4\u010d\u0161ia z\u013eava. Predsa 2,5\u20ac vs 1,5\u20ac z\u013eavy je jasn\u00fd rozdiel. Napriek tomu to pri r\u00fdchlom rozhodnut\u00ed nemus\u00ed by\u0165 tak\u00e9 jasn\u00e9. Ako je to mo\u017en\u00e9? Vysvetlenie je jednoduch\u00e9.<\/p>\n\n\n\n
Na\u0161a myse\u013e pri cen\u00e1ch vn\u00edma ceny z\u013eava doprava. Ak sa prv\u00e1 \u010d\u00edslica z ceny zmen\u00ed, ako v tomto pr\u00edklade zo 4 na 3, tak na\u0161a myse\u013e m\u00f4\u017ee by\u0165 t\u00fdm ovplyvnen\u00e1. V tomto pr\u00edpade pre mnoh\u00fdch dokonca aj tak, \u017ee matematicky ni\u017e\u0161ia z\u013eava sa n\u00e1m m\u00f4\u017ee zda\u0165 l\u00e1kavej\u0161ia.<\/p>\n\n\n\n
Tento princ\u00edp funguje aj na z\u00e1klade zmeny poradia \u010d\u00edslic v zn\u00e1zornen\u00ed celej ceny. Ak sa zmen\u00ed druh\u00e1 \u010d\u00edslica v zn\u00e1zornen\u00ed ceny, je to o nie\u010do slab\u0161ie. Ak tretia v porad\u00ed, je to e\u0161te slab\u0161ie. at\u010f.<\/p>\n\n\n\n
Z\u00c1VER<\/strong><\/p>\n\n\n\n
Niekedy niektor\u00ed \u013eudia vravia, \u017ee cena je cena a nie je v tom biznisov\u00fd rozdiel. Ja sa iba pousmejem a predstavujem si ko\u013eko financi\u00ed str\u00e1caj\u00fa, alebo by stratili, ak by o tom napr. v maloobchode rozhodovali.<\/p>\n\n\n\n
Samozrejme treba podotkn\u00fa\u0165, \u017ee psychol\u00f3gia cien nie je exaktn\u00e1 veda a ka\u017ed\u00fd n\u00e1zor, aj ke\u010f sa bude odli\u0161ova\u0165 od v\u00e4\u010d\u0161inovej odpovede, je relevantn\u00fd. D\u00f4le\u017eit\u00e9 pre biznis v\u0161ak je, ako reaguje v\u00e4\u010d\u0161ina.<\/p>\n\n\n\n
Takisto je dobr\u00e9 vn\u00edma\u0165 dok\u00e1zan\u00fd fakt. V r\u00f4znych pokusoch behavior\u00e1lnej ekon\u00f3mie pravidelne sa opakuj\u00faca \u013eudsk\u00fa \u0161pecifickos\u0165. A to, \u017ee ak niektor\u00ed \u013eudia dostan\u00fa vysvetlenie a vidia \u010do sa v pokuse deje, tak m\u00f4\u017eu ma\u0165 tendenciu racion\u00e1lne si zvoli\u0165 in\u00fd n\u00e1zor. „V\u0161ak predsa som racion\u00e1lny \u010dlovek a na m\u0148a tieto veci nefunguj\u00fa.“ Na jednej strane je ka\u017ed\u00fd in\u00fd, na druhej pri tak\u00fdchto pocitoch je dobr\u00e9 by\u0165 obozretn\u00fd. Nie je ani tak d\u00f4le\u017eit\u00e9 \u010do si \u013eudia myslia, ke\u010f vedia \u010do sa hodnot\u00ed, ale predov\u0161etk\u00fdm ako reaguj\u00fa, ke\u010f nevedia \u010do sa sk\u00fama. Vtedy s\u00fa rozhodnutia bli\u017e\u0161ie k realite.<\/p>\n\n\n\n
Takisto v realite \u010dlovek nem\u00e1 mo\u017enos\u0165 vidie\u0165 v rovnakom obchode, na rovnakom v\u00fdrobku, rozli\u010dn\u00e9 mo\u017enosti zn\u00e1zornenia cien, s mo\u017enos\u0165ou si vybra\u0165. Jednoducho ovplyvnenie tam u\u017e m\u00f4\u017ee by\u0165, bez toho aby sme to vedeli vn\u00edma\u0165.<\/p>\n\n\n\n
Drobn\u00e1 rada:<\/p>\n\n\n\n
Poznatkov zo psychol\u00f3gie \u010d\u00edsiel s\u00fa desiatky. A aj preto je pri dizajnovan\u00ed cien z\u00e1sadn\u00e9 vn\u00edma\u0165 kontext a s\u00favislosti. Niektor\u00e9 princ\u00edpy sa javia by\u0165 zrete\u013en\u00e9, ale niektor\u00e9 treba dobre zv\u00e1\u017ei\u0165. Pri ve\u013ek\u00fdch zmen\u00e1ch je vhodn\u00e9 si poznatky vo vlastnom prostred\u00ed zmera\u0165 pomocou A\/B testingu. Pr\u00edpadne in\u00fdmi dostupn\u00fdmi met\u00f3dami. V tomto \u010dl\u00e1nku som prezentoval iba mal\u00fa uk\u00e1\u017eka z oblasti psychol\u00f3gie cien. Poznatkov je omnoho viac, ale nutn\u00e9 ich je v\u017edy vhodne pod\u013ea kontextu prisp\u00f4sobi\u0165.
- Viktor Kostick\u00fd<\/p>","protected":false},"excerpt":{"rendered":"
Zn\u00e1zornenie \u010d\u00edsel dok\u00e1\u017ee ovplyvni\u0165 n\u00e1kupn\u00e9 rozhodnutie. Vyu\u017eit\u00edm poznatkov z psychol\u00f3gii cien, sa d\u00e1 efekt\u00edvne ovplyvni\u0165 n\u00e1kupn\u00e9 spr\u00e1vanie z\u00e1kazn\u00edkov. Podstatou s\u00fa drobn\u00e9 a pre \u013eudsk\u00fa myse\u013e \u0165a\u017e\u0161ie postrehnute\u013en\u00e9 princ\u00edpy, ktor\u00e9 sp\u00f4sobia \u017ee: \u00daloha \u010d. 1 Pozri sa na obr\u00e1zok a zodpovedaj tieto ot\u00e1zky. Ktor\u00e1 cena p\u00f4sob\u00ed najni\u017e\u0161ie a pre\u010do? Ktor\u00e1 p\u00f4sob\u00ed druh\u00e1 najni\u017e\u0161ie? Ktor\u00e1 p\u00f4sob\u00ed „najdrah\u0161ie“? […]<\/p>\n","protected":false},"author":2,"featured_media":2746,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44,45],"tags":[],"class_list":["post-1300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obchod","category-ovlyvnovanie"],"acf":[],"yoast_head":"\n
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