据《心理科学》(Psychological Science)杂志2010年发表的一篇研究报告称,当高尔夫球手在被告知所用之球能带来好运时,他们的击球入洞率上升了35%。无论是职业球手还是美国少年棒球联合会(Little League)的小队员,都流行在比赛前举行祈福仪式或佩带一块护身符,因为相信这会让他们有更好的表现。篮球巨星乔丹(Michael Jordan)也有一个众所周知的习惯,那就是每次比赛都将他的幸运大学篮球短裤穿在NBA队服的里面。
While conditioned superstitions affect personal behavior, cultural ones can impact the market at large. Some 10,000 fewer people fly on Friday the 13th, and U.S. businesses generate less revenue on those days compared with other Fridays, since some people don't want to travel, work or make purchases, says Thomas Kramer, an associate professor of marketing at the University of South Carolina's Moore School of Business.
“条件性迷信”会影响个人行为,而文化迷信则会更广泛地影响着市场。南卡罗莱纳大学(University of South Carolina)摩尔商学院(Moore School of Business)市场营销副教授克雷默(Thomas Kramer)说,如果13号恰逢星期五,这天的航空出行乘客会减少约10,000人,这一天美国企业的创收也较其它周五要少,因为一些人在这一天不会出远门、工作或者购物。
In a study published in the Journal of Consumer Research in 2008, Dr. Kramer asked 95 students to write down their associations with either Friday the 13th or an innocuous day before answering questions about gambling decisions. His finding: After thinking about Friday the 13th, compared with a random day, participants became more risk-averse. 'They were willing to forgo a gamble with a larger payoff in favor of a lower gamble with assured value,' he says.
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