Langer makes no apologies for the paid retreats, nor for what will be their steep price. (This, too, is calculated: In the absence of other cues, people tend to place disproportionate value on things that cost more. Dan Ariely, a psychologist at Duke, and his colleagues found that pricier placebos were more effective than cheap ones.) To my question of whether such a nakedly commercial venture will undermine her academic credibility, Langer rolled her eyes a bit. “Look, I’m not 40 years old. I’ve paid my dues, and there’s nothing wrong with making this more widely available to people, since I deeply believe it.”
兰格不认为这种静养机构将会收费,而且价格高昂有什么错。(这一点其实也是经过盘算的:在缺乏其他暗示的情况下,人们倾向于超出比例地注重比较昂贵的东西。杜克大学[Duke]心理学家丹·艾瑞里[Dan Ariely]及其同事们发现,价格较高的安慰剂比便宜安慰剂更有效。)我问她,此类明显商业化的项目会不会削弱她的学术可信度?兰格微微转了转她的眼睛。“你看,我不是40岁的人了。我已经做出了自己该做的贡献,再说,将它推广给更多的人并没有什么不妥,因为我深信它一定有效。”
Medical colleagues have asked Langer if she is setting herself up to fail with the cancer study — and perhaps underappreciating the potential setbacks to her work. It’s also possible that subjects who don’t improve could feel more demoralized by the experience. In her memoir, “Bright-sided,” the journalist Barbara Ehrenreich wrote scorchingly about the sunshine brigade that bombarded her with “positive thinking” as she suffered through breast cancer. Under those conditions, patients who don’t get better might feel as if they themselves were somehow to blame.
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