2014.08.27 【英译中】The Business of Behavioral Economics(2)

发表于:2014-08-27 23:09 [只看楼主] [划词开启]
Here's how StickK works. The user selects a goal—like losing weight—and pledges a certain amount of money toward achieving it. Then a referee—often a friend—is chosen and a contract signed. If the goal is achieved, the participant gets the money back; if the goal is not achieved, they forfeit their pledge to a friend or charity.
让我们来看看stickk是如何运作的。用户选择一个目标,例如减肥,同时抵押一定数目的金额用来实现这个目标。接着他们要选出一个裁判,通常是他们的朋友,接着签署合同。如果他们的目标能够实现,参与者可以拿回抵押的费用,如果目标无法实现,他们被罚将这笔钱给那个朋友或者慈善机构。


The reason the strategy works, says Norton, is that instead of prohibiting behavior, as most diets do, it allows users to continue their behavior if they want to—but also sets up consequences."The best interventions preserve freedom of choice," says Norton. "I haven't prevented you from gaining weight or removed all of the French fries from the world."

Norton认为这个战略之所以可以成功的原因是因为与以往的减肥方式禁止他们的行为相比,它让参与者可以继续他们的行为只要他们愿意——只是明确的告诉了他们行为的后果。“最好的干预方式保存选择的自由,我并不阻止你吃薯条或者增重。”


At the same time, the strategy uses people's biased thinking against them. For example, behavioral economics has shown that people tend to be overly optimistic about their sense of control—which is one of the reasons that they overeat in the first place. In the case of StickK, however, that optimism causes people to set overly ambitious goals, for example, about the amount of weight they can lose.

同时,这一战略利用了人们偏颇的思想。例如行为经济学表明人们通常对他们的自控力过于乐观,,这也正是人们一开始会过度饮食的原因之一。因此在stickk这个案例之中这样的乐观让人们设下过于远大的目标,例如他们能减下的重量。


Once they are "on the hook," however, the company makes use of another common bias in people's thinking: loss aversion. Research has shown that people are much more averse to losing something they have than they are inclined toward gaining something they don't. So by putting up their own money toward their goal, they try extra hard to avoid losing it.

一旦他们陷入这样的圈套,公司又会利用人们思想中的另一狭隘之处,不服输。研究表明比起去争取一些没有得到的东西,人们会对失去拥有的东西更不乐意。所以人们向目标投入金钱,他们会做出更多的努力去避免失去它们。



最后编辑于:2014-10-29 21:31
分类: 英语
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