记者:人们常有这样的感慨:合理的价格不一定被消费者接受,而不合理的价格倒乐意接受下来,您看,这是一种什么心态? 马教授:消费者对价格的心理反应是复杂而微妙的。一个重要的特点是,对价格的知觉往往比价格本身更起作用。例如,一盒火柴或者其他一种日用品或生活必需品,涨上几分钱或几角钱可能引出满腹牢骚,而一种名牌高档商品上调几元、几十元,也许不会引起更大的心理失衡。记者:这作何解释呢? 马教授:日用品和生活必需品直接关系到千家万 Reporter: People often have such feelings: reasonable prices are not necessarily accepted by consumers, and unreasonable prices are willing to accept them. You see, what kind of mentality is this? Professor Ma: The psychological reaction of consumers to prices is Complex and subtle. An important feature is that perception of price is often more effective than price itself. For example, a box of matches or other daily necessities or necessities may rise to a few cents or a few cents, which may lead to complaints. While a brand-name high-end commodity may be raised by a few yuan or tens of yuan, it may not cause greater psychological problems. Imbalance. Reporter: How does this explain? Professor Ma: Daily necessities and necessities are directly related to millions of dollars.