哈默曼说,“条件性迷信”现象的存在之广,足以让广告活动都围绕它展开。比如百威淡啤最近的一则广告中,一个球迷吃着难以下咽的素食汉堡,只因为上一次他吃这种汉堡的时候他的球队赢了。
Mary Pfister, a 20-year-old sophomore at Saint Louis University, wears her Chicago Blackhawks shirt for each game. The hockey team won big the first time she wore it this season. She once made a 15-minute trip, out of her way, back home to get it for game time. The Blackhawks have lost once while she was wearing her shirt-the only time she didn't watch the game. The connection may be 'all in her head,' she says, but it gives her peace of mind.
路易斯大学(Saint Louis University)的20岁大二学生菲斯特(Mary Pfister)每次看芝加哥黑鹰队的比赛时都会穿上球队的队服。本赛季她第一次穿上那件衣服时,该曲棍球队大比分获胜。有次她还特意花15分钟绕道回家去拿这件衣服以备在比赛时间穿上。在她穿着那件衣服时,黑鹰队输过一次比赛,那也是她唯一一次没有看比赛。她说,也许我是在异想天开,但这么一来我每次都能安心不少。
In their recently published experiment, Drs. Johar and Hamerman found they could reduce people's superstitious behavior by reminding them of their positive traits, a technique psychologists call 'self-affirmation.' In the study, people who were asked to write about times they had shown compassion later exhibited less superstitious behavior than those who had just been given a survey.
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