2014.08.27 【英译中】The Business of Behavioral Economics(3)

发表于:2014-08-27 23:19 [只看楼主] [划词开启]
"Losing $100 is more painful than gaining $100 is pleasurable, so that fear of losing money is actually a motivation," explains Norton. In some cases, users even commit to send the money to a charity they hate if they fail at their goal—providing extra incentive. "You combine people's belief that they can lose 10 pounds a month and couple it with loss aversion, and you put people in a position where they're more likely to go out and exercise."
失去一百美元的痛苦远比得到一百美元的快乐要来的深刻得多。所以失去金钱的恐惧事实上成为了一种动力。在一些情况下,人们甚至会委托若他们失败,将钱送入他们憎恨的慈善机构,这提供了额外的激励。你将人们认为他们会在每个月失去10磅的思想和不服输的思想结合起来,你就能让人们更能走出家门去锻炼。


StickK has incorporated another economic principle—the power of social norms—to keep people on track. Users create an online support network of family and friends who cheer them on.

Stickk体现了另一经济原理,社会规范的力量,它让人们在正轨上行动。用户们会发起家人朋友的网上支持用来激励自己。


In a study that John and several colleagues conducted on weight loss, published in the Journal of the American Medical Association in 2008, participants were placed into one of three conditions—in the first case, people merely promised to lose 4 pounds a month; in the second, they wagered up to $90 of their own money, and if they lost the weight, they got their money back along with matching funds.
一个由john和他的一些同事领导的关于减重的研究,在2008年发表在美国医学协会杂志上。研究将参与者分为了3个小组,第一组人们只是保证一个月减4磅,第二组用自己的90美金做赌注,如果他们减肥成功则可以拿回自己的钱和额外的资金。

In the third case, participants were entered in a lottery that had a 5 percent chance of winning $100—but they would only win if they had met their weight loss goal for the month. This enticement took advantage of another behavioral economic principle: People overestimate small probabilities, a familiar truth to anyone who has ever bought a lottery ticket. "On average people won $5, but the possibility of winning $100 was far more motivating than just giving people that $5," says John.
第三组人员有5%的几率赢得100美元,但是他们必须达到他们一个月的减肥目标。这运用了另一准则,人们对于小概率事件的过分推测,这与那些买过彩票的人的真相很相似。获得100美金的可能性比获得5美金要有诱惑力的多

最后编辑于:2014-10-29 21:31
分类: 英语
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