| 作者 |
 [阿草/创业/营销]见钱眼开Show me the $:Seeing money can change behavior |
 |
海归草
[博客]
[个人文集]
警告次数: 1
.gif)
头衔: 海归中将
声望: 专家
性别:  年龄: 53
加入时间: 2006/05/19
文章: 4193
来自: NYC,LA,Chicago,Miami
海归分: 512448
|
|
|
作者：海归草 在 海归酒吧 发贴, 来自【海归网】 http://www.haiguinet.com
见利忘义，见死不救。为了钱而搞得四分五裂的事情，想必各位都有见过。钱的魅力是无穷的，想一下电影《百万英镑》《Indecent Proposal》吧。哦也许100万太小，那一千万怎样？一亿怎样？
在营销上，coupon, free, discount，仍然是有效的武器。你有没有收到过百万美圆的垃圾邮件？
我收到过很多。甚至还无数次收到真钱，很久前是崭新的penny，后来是崭新的一元。钱我收下了，信大部分瞄一眼就丢入垃圾桶了。有没有用？当然有，对我至少是瞄了，有些还存档了。
相比之下，中国的营销还是守株待兔为主的，远没有利用人们的潜在心理因素来推销。以下是一篇研究钱对人的心理影响的介绍。
WASHINGTON - "Show me the money," demanded Cuba Gooding Jr., in the movie "Jerry McGuire." He meant pay me the money, of course, but it turns out that merely showing it to people can change their behavior.
Kathleen Vohs, assistant professor of marketing at the University of Minnesota, and colleagues, conducted a series of nine experiments in which people were asked to do puzzles or other tasks and the behavior of people exposed to money was compared to others who were not prompted to think about it.
The two groups acted differently, the researchers report in Friday's issue of the journal Science.
"The mere presence of money changes people," Vohs said. "The effect can be negative, it can be positive. Exposure to money, or the concept of money, elevates a sense of self-sufficiency," and can make people less social.
For example, she said, a student with little money who wants to move to a new apartment gets a bunch of friends together and they have a few laughs along the way.
But once they get a good job they hire a mover. That may be more efficient, but they lose out on some personal moments, she explained in a telephone interview.
"The underlying idea is that at some point early on in human evolution everyone probably needed someone else to help them achieve their goals," whether building a home or catching food. Eventually systems of exchange came along, and then money, which could be exchanged for things, allowing people to pursue their own aims without the aid of others. So, over time, people with money didn't need other people so much.
In one of the experiments, 52 University of Minnesota students were divided into groups and asked to make sentences out of a scrambled group of words. For one group the sentence turned out to be "a high-paying salary" while others got "it is cold outside."
Then they were asked to arrange a set of discs into a square and told they could ask for help if they needed it. Some of those who had made sentences not mentioning money were placed so they could see a stack of Monopoly money.
The students who had unscrambled the sentence about money worked on the puzzle an average of 5.2 minutes before asking for help. Those who had made the neutral sentence but could see the play money worked on it an average of 5.1 minutes.
But students who had no money-related prompt turned to others for help sooner, they worked just over 3 minutes before asking for help.
In another experiment 44 students at Florida State University were each given $2 in quarters — which they were told was leftover from a previous experiment — and asked to unscramble sentences that divided them into two groups, one that was reminded of money by the sentence and others that were not.
When they left, the researcher noted that there was a box by the door for donations for needy students if they wanted to chip in, but they didn't have to.
On average, students who had read neutral sentences donated $1.34 while those whose sentences reminded them of money kept more for themselves, giving an average of just 77 cents.
In another test, 61 students at the University of British Columbia sat at desks to fill out questionnaires. Some desks faced a poster showing money, some saw a poster of flowers and others saw a seascape.
They were then asked to choose between group or individual recreational activities, such as a dinner for four or individual cooking lessons. Those who had seen the money poster were more likely to pick individual activities than those looking at the other posters.
The experiments indicate that even quite trivial exposure to money changes peoples' goals and behavior, Carole B. Burgoyne and Stephen E. G. Lee of the University of Exeter in England said in a commentary on the paper.
"Subjects exposed to the idea of money subsequently show more self-reliant but also a more self-centered approach to problem solving that subjects exposed to neutral concepts," said Lee and Burgoyne, who were not part of Vohs research team.
Vohs research was funded by the Social Sciences and Humanities Research Council of Canada and the Canada Research Chair Council.
作者：海归草 在 海归酒吧 发贴, 来自【海归网】 http://www.haiguinet.com
|
|
|
| 返回顶端 |
|
 |
|
-
 [阿草/创业/营销]见钱眼开Show me the $:Seeing money can change behavior -- 海归草 - (4575 Byte) 2006-11-17 周五, 10:13 (1251 reads)
|
|
|
|
您不能在本论坛发表新主题, 不能回复主题, 不能编辑自己的文章, 不能删除自己的文章, 不能发表投票, 您 不可以 发表活动帖子在本论坛, 不能添加附件可以下载文件, |
|
|
