比如,只要告诉人们某种食物或酒非常昂贵,他们就会上当,认为自己真的喜欢这种食物或酒。对于物品,这也同样适用—天性使然,人们会选择昂贵的而不是便宜的产品,这纯粹是由于价格的缘故。快乐甚至仅仅是一个因素。在营销中,这被称为“芝华士效应,”是根据同名威士忌酒来命名的—仅仅在该公司提高其产品价格之后,销售量就激增了。
To further illustrate the point, there’s a famous experiment where wine experts were fooled into thinking a cheap bottle of wine was an exceptional vintage just by switching the labels. Their enjoyment of the product wasn’t based on some deeply held love and appreciation of wine—it was based entirely on the fact that they were told it was good wine. Which, to be honest, is much easier.
为了进一步证明这一点,还有一个很著名的实验。在这个实验中,葡萄酒的标签被换掉,品酒专家就信以为真,将这种便宜的葡萄酒当作了一种顶级的葡萄酒。他们自这种产品而得的快乐并不是源于对酒根深蒂固的爱与欣赏—而是完全基于这样一个事实:有人告诉他们这种葡萄酒很好。坦白地讲,这要容易得多。
2 Some Mosquitoes Bite People Because Of Their Clothes
2 一些蚊子咬人是由于衣服的缘故
If you’ve ever been bitten by a mosquito, chances are someone nearby has given you a recycled explanation for why the insect decided to ruin your day. Maybe they said that you smelled good, or that you had a particular blood type, or maybe they just told you that your shirt makes you look like a victim. We’re not being facetious with that list, by the way—they’re all things that scientists believe can cause mosquitoes to find you more attractive.
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