Choose a weekend and go shopping in the commercial streets, and you will be overwhelmed by the overwhelming price reduction information. There are all kinds of advertisements with eye-catching "price reduction" words, or exquisitely produced advertisements. Posters, banners fluttering in the wind, or the enthusiastic sales pitches of salespeople fill your mind and make you dizzy. And consumer enthusiasm has been pushed to a climax again and again in this round of price reduction advertisements. However, some are happy and some are sad. It is not difficult to see that some merchants have successfully used price reduction and other promotional activities to drive sales growth, while some merchants have still not been able to increase their sales despite lowering prices. This fact tells us that price adjustment is also a science. If it is adjusted well, lowering prices can attract customers, increase customer flow, and increase sales. Even raising prices can also attract customers and increase revenue. However, if it is not handled well, it can attract customers and increase sales. Then "losing his wife and losing his troops", not only the sales volume will not increase, but the profits will also be greatly reduced. We know that the main purpose of merchants reducing prices is to attract consumers' attention, stimulate their desire to buy, and make purchasing decisions and behaviors, thereby increasing sales and gaining profits. This process is expressed as a flow chart: Exposure of price reduction information - attracting consumers' attention - stimulating consumers' desire to purchase - making purchasing behavior. In this process, the most critical thing is to make consumers pay attention to the price reduction information and make consumers pay attention to it. Effectively stimulate their desire to buy. Without these previous warm-up processes, consumers will not make purchasing decisions, and thus the purpose of price reduction will not be achieved. However, we are faced with an awkward game during price reduction activities. If the price is dropped too small, it will not attract consumers' attention and cannot achieve the expected effect. If the price is dropped too much, it will affect profits. How large a price reduction can be to effectively attract consumers' attention and strongly arouse consumers' desire to buy? The differential threshold principle and Weber's law in consumer behavior may be able to give merchants an answer. Difference threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. The smallest difference between two stimuli that can be detected is called the smallest noticeable difference (jnd). A concept opposite to the difference threshold is the absolute threshold. The absolute threshold refers to the minimum intensity of stimulus that can cause an individual to feel, that is, the critical point at which an individual distinguishes the "presence" or "absence" of a certain stimulus. Due to the role of sensory adaptation, absolute thresholds are not absolute either. For example, a doctor who has been working in a hospital for a long time will no longer be sensitive to the smell of abalone. The difference threshold and the minimum perceptible difference vary from person to person and from specific situations. For example, professional artists or printers, due to training and frequent contact, are more sensitive to the color changes and differences of printed matter than ordinary people. This means that their minimum perceptible difference is smaller, making the difference threshold narrower. . The consumer's ability to detect the difference between two stimuli is relative. For example, when most shopping malls are raising prices, the price reduction behavior of one merchant alone is particularly prominent. However, when everyone is lowering prices, the shock caused by one merchant's price reduction behavior will not be so great. In 1834, the German physiologist Weber discovered that the amount of change in a stimulus required to attract attention is related to the intensity of the original stimulus. The stronger the initial stimulus, the greater the amount of change caused by the stimulus. This relationship is Weber's law. Expressed by the formula as follows: K=ΔI/IK: constant (different constants for different feelings) ΔI: the minimum amount of change required to produce the minimum perceptible difference I: the changed stimulus intensity Weber's law shows that the difference threshold of people's feelings ΔI and The original stimulus I is directly proportional to the relationship. This finding has broad application in marketing campaigns. For example, the higher the price of a product, the greater the price change required for consumers to perceive the price change. Some retailers believe that consumers can perceive a price change of 10%. For example, if the price of a RMB 5,000 computer is reduced by RMB 500, consumers will be able to feel the price change. If the price of a RMB 500 watch is reduced by RMB 50, consumers will also be able to clearly feel the price change. If the price of a 500-yuan watch is only reduced by 10 or 20 yuan, consumers will feel that the price has not changed, thus failing to attract consumers' attention. The Weber constant K is different in different sensory modalities or products. Likewise Weber's law is used when raising prices. If a merchant wants to increase the price but does not want customers to notice it, then he must set the price within the range represented by the Weber constant.

For example, if the price of a 1 yuan pen is raised to 1.1 yuan, consumers will ignore the price change. If the price of a 50 yuan product is kept below 55 yuan, consumers' perception will be relatively low, so it will not affect the sales of the product. At the same time, merchants can also use a variety of product combination pricing to achieve the effect of increasing sales. (1) The prices of some commodities have dropped significantly, exceeding the minimum perceptible difference, while some of the decreases have been within the range of the minimum perceptible difference. In this way, products with more price reductions can strongly stimulate consumers and make more customers visit the store. Although other products have smaller price reductions, they can also attract consumers' attention, thus achieving the effect of significant price reductions for all products. (2) The prices of some products are significantly reduced, some products maintain their original prices, while the prices of other products are slightly increased. This creates a ladder-shaped price state. Products that are significantly reduced in price make consumers feel that they are getting a big deal, while products that are slightly increased in price are outside the customer's perception range, thereby achieving the purpose of increasing sales. (3) Go against the market trend. On the basis that other merchants in the market have generally reduced prices, there is no rush to reduce prices, because even then the price reduction brings little stimulation to customers. When market prices rise or remain stable, significant price cuts are made to stimulate consumers, build popularity and increase sales in the short term. The application of Weber's law is not limited to price adjustments. Weber's law can be used whenever the difference between two stimuli is involved. For example, changing the name or trademark. Some counterfeit products also take advantage of Weber's law and make small modifications to genuine products, such as changing one word in the brand name to another homophonic word, thus achieving the purpose of deceiving consumers. The shopping mall is like a battlefield, every move must be carefully considered and every detail must be paid close attention to. As for price, Chinese consumers have always been extremely sensitive. Therefore, handling this problem well is the key to determining the success or failure of the enterprise. The price war in the market is now in full swing, and some merchants' blind price reductions not only disrupt the market order, but also "severely injure their own vitality." On the surface, market behavior seems to be unorganized, but in fact it is supported by certain principles. These principles are important, yet often overlooked because of their simplicity. Fully understanding and mastering the difference threshold principle and flexibly using Weber's law can firmly grasp consumer psychology, formulate reasonable and competitive prices, win the largest market, and obtain high profits.