The success rate for those who joined the pure rewards group was low, about 17 percent,compared with more than 50 percent for the penalty program, though the figures had to beadjusted to account for the possibility that those who opted for the penalty might have beenmore motivated to quit to begin with.
纯奖励方案组的参与者中戒烟成功率很低,约为17%;相比之下,在惩罚方案组中成功率则超过了50%。不过,考虑到愿意接受惩罚方案的参与者有可能从一开始就有较高的戒烟积极性,仍需对上述数字加以校正。
Even after that adjustment, those who signed up for the penalty were nearly twice as likely toquit as those who opted for pure rewards, and five times as likely to quit as those who just gotfree counseling or nicotine replacement therapy. Even so, the largest overall effect wasamong the group that was assigned to pure rewards, simply because so many more peopletook part.
但即使经过这么一番校正,愿意接受惩罚方案的参与者戒烟的可能性仍是选择单纯奖励方案者的近两倍,是只接受免费咨询或尼古丁替代疗法者的五倍。纵然如此,整体效果最好的仍要数纯奖励组,因为这组的参与者人数要多得多。
“This is an original set of findings, said Cass R. Sunstein, a Harvard law professor who helpeddevelop some influential ideas in the field of behavioral economics, notably that if the socialenvironment can be changed — for example, by posting simple warnings — people can benudged into better behavior. “They could be applied to many health issues, like alcoholism, orwhenever people face serious self-control problems.
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