What would make a smoker more likely to quit, a bigreward for succeeding or a little penalty for failing? That is what researchers wanted to knowwhen they assigned a large group of CVS employees, their relatives and friends to differentsmoking cessation programs.
想让吸烟者戒烟,是对戒烟成功大加奖励还是对戒烟失败小施惩戒更加有效?为了搞清楚这个问题,研究人员让CVS药店(CVS)的一大群员工及其亲朋好友接受了不同的戒烟方案。
The answer offered a surprising insight into human behavior. Many more people agreed to signup for the reward program, but once they were in it, only a small share actually quit smoking. Afar smaller number agreed to risk the penalty, but those who did were twice as likely to quit.
他们得到的答案展示了人类行为中令人惊讶的一面。有很多人都愿意参加奖励方案,但在加入之后,真正戒了烟的人寥寥无几。而在同意冒险尝试惩罚方案的那一小部分人当中,成功戒烟的可能性却是前者的两倍。
The trial, which was described in The New England Journal of Medicine on Wednesday, was thelargest yet to test whether offering people financial incentives could lead to better health. Itused theories about human decision making that have been developed in psychology andeconomics departments over several decades and put them into practice with more than 2,500people who either worked at CVS Caremark, the country’s largest drugstore chain by sales, orwere friends or relatives of those employees.
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