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Bookshops and DVD stores are closing up. No surprise, because who would pay more at the store when you can get it cheaper online? A bunch of Caltech undergrads, that's who.
Researchers found that the students were willing to pay 50 percent more for just about anything—DVD’s but also ____1____, Snickers bars, mugs—as long as the item was in front of them, ____2____ just the item’s image or text description. That study appears in the American Economic Review.
The researchers thought some sort of Pavlovian response might be ____3____—even though they didn't just test with foods—because they say seeing a trinket or a snack within reach makes you want to grab it and handle it or eat it. So they showed candy and chips to the subjects once more, but out of reach behind plexiglass. Under those conditions, the students' desire for the snacks ____4____, as if they’d merely seen an image or description.
So next time you're stuffed and the waiter wheels around the dessert cart, know that ____5____. Just cross your fingers that the chocolate cake's under a glass dome, to help you resist the urge.
potato chips as opposed to at play diminished the odds are against you
書店和 DVD商鋪都要關(guān)門大吉了。這可毫不奇怪，因為若能在網(wǎng)上花更少的錢買到同樣的東西，誰會去商店當(dāng)冤大頭？然而，很多加州理工學(xué)院的學(xué)生可當(dāng)這冤大頭當(dāng)?shù)貌灰鄻泛酢?研究者發(fā)現(xiàn)，幾乎對于所有商品——不僅是DVD，還有炸薯片、糖果巧克力棒和馬克杯——只要你把商品擺在眼前，而不是僅提供物品圖片和文字說明，這些學(xué)生會更愿意為它們多支付一半的價錢。這項研究已刊登在《美國經(jīng)濟(jì)評論》上。 研究者認(rèn)為巴普洛夫反射應(yīng)該或多或少在起作用——盡管他們并不只用食物來測試人——因為他們認(rèn)為，一些觸手可及的小飾品或小零食能激發(fā)人們拿起買走或吃掉的欲望。所以他們再次向?qū)W生們展示糖果和炸薯片，但是這次則將它們放在樹脂玻璃底下，使學(xué)生們無法觸碰。在這種情況下，由于這種情況跟只是看到物品圖片和文字描述是一樣的，學(xué)生們對零食的渴望變小了。 所以當(dāng)你下次酒足飯飽，而服務(wù)員又推著甜品車四處轉(zhuǎn)悠的時候，你就真可謂“前景堪憂”了。為了抵抗你那強(qiáng)烈的欲望，干脆雙手合十祈禱有個玻璃罩著那個巧克力蛋糕吧。