Other tricks have been proposed by Brian Wansink, a professor of consumer behaviour at Cornell who's well known for his research into the psychology of eating. Some of his latest work takes an earlier finding – that people increase their fruit and vegetable intake by 24% if they are told that half of their dinner plate should be reserved for these foods – and applies it to supermarket shopping. Wansink found that dividing a grocery cart in two, with half to be used only for fruits, vegetables, dairy, and meat, causes people to spend more than twice as much on fruits and vegetables than people without a partition – $3.65 versus $1.82 on fruits and $5.19 versus $2.17 on vegetables. The idea is that the partition implies the existence of a social norm that consumers try to meet.
每每进超市,你都被操控。你本来是来买鸡蛋、牛奶、面包这些必需品的,但是超市将这些东西都设计在很远的地方,要买到它们,你必须穿过无数诱惑:果蔬小吃、新款薯片、手工牛肉干摆放区。如果这样你都无动于衷,那还有你的孩子:坐在购物车里的孩子平视之处就是谷类食品,上面的卡通图案就像在“召唤”他们。
但我们能不能被操控着去买更健康的食物呢?生产商没有理由劝我们不买大众偏爱的高脂、高糖、高香精食品。但既然我们已经被影响了,有人就想了,店家最终能否看清个中利益呢——或许,公众健康类税收优惠是个解决之道——把食品区变成一个乐园,让每个孩子都争着抢着要甘蓝菜。
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