People who have both a high need for control and a sense of helplessness in a given situation-such as the straight-A perfectionist who didn't have time to study for an exam-are the most likely to succumb to conditioned superstition, researchers say.
研究人员说,那些特别想要控制局面同时又在特定情境下感到无能为力的人――比如一个要求成绩全A、但又没时间复习考试的完美主义者――最有可能受到“条件性迷信”的影响。
And while such superstitions can be broken, says Dr. Johar, it often takes a lot of negative evidence before people are willing to part with their lucky rituals. That's because they 'provide some sort of a hedge against uncertainty,' says Eric Hamerman, an assistant professor of marketing at Tulane University's Freeman School of Business who, with Dr. Johar, co-wrote the study, published in October in the Journal of Consumer Research.
乔哈尔说,尽管这类迷信可以破除,但人们通常需要看到大量的负面证据,才愿意和那些被认为给他们带来好运的做法分道扬镳。图兰大学(Tulane University)弗里曼商学院(Freeman School of Business)市场营销副教授哈默曼(Eric Hamerman)说,这是因为这些迷信为人们树立起一堵抵御不确定性侵扰的围 。他与乔哈尔合着的研究论文发表在了10月份的《消费者研究》(Journal of Consumer Research)杂志上。
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