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★ 為什麼我們總是喜歡選中間? Caught in the Middle: Why We Like that Space So Much

大量的研究顯示,人們會自然而然被吸引到中間,且偏愛在中間的事物
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 科普園地   電子報精選文章 

Wesley

為什麼我們總是喜歡選中間? Caught in the Middle: Why We Like that Space So Much

Here’s something you may have observed about human behavior. We are all creatures of habit. One habit that humans __1__ is choosing the middle option . Numerous studies have shown that people naturally gravitate to the center and have a preference for what’s in that middle space. This has been proven to be accurate in numerous different __2__. It’s true for almost anything, from which number in a list people choose to the multiple-choice   answer students select, and even to which bathroom stall people enter when the need __3__. There’s even a catchy name for it: the center stage effect.

option [ ˈɑpʃən ] n. 選擇
gravitate [ ˈgrævəˌtet ] vi. 被吸引
gravitate to / towards...  被⋯⋯吸引
accurate [ ˈækjərɪt ] a. 正確的,準確的
catchy [ ˈkætʃɪ ] a. 悅耳易記的
center stage  舞臺中心;焦點,令人矚目的位置
take center stage  成為焦點

為什麼我們總是喜歡選中間? Caught in the Middle: Why We Like that Space So Much

Experiments by Paul Rodway, a psychological researcher at the University of Chester in the United Kingdom, have __4__ this phenomenon . In his study, people were shown pictures that were __5__ up in a row and asked to select which one they preferred. Their bias in favor of the ones in the middle was clear.

phenomenon [ fəˈnɑməˌnɑn ] n. 現象(單數形)
phenomena [ fəˈnɑmənə ] n. 現象(複數形)

把英文變OK,站得更高看臺灣。長期訂閱65折起,33週年慶專案只到8/15。

Obviously , the center stage effect has __6__ for retailers. They exploit it by displaying goods that they wish to promote more __7__ in the center. Equally important for businesses, though, the tendency for shoppers to choose items right in the center of things also __8__ to sizes and prices. That is, if customers have a choice among prices or sizes—for instance, small, medium, and large—they will more often than not choose the medium. This is something that many coffee chain shops know well. Customers __9__ want the best value for the cost, so they tend to avoid the smallest size. Customers normally also __10__ the largest size, believing that they would be spending too much for their cup of java. Thus, by understanding human nature, shops and companies can more easily manipulate consumer behavior.

obviously [ ˈɑbvɪəslɪ ] adv. 顯然地
exploit [ ɪkˈsplɔɪt ] vt. 利用;剝削
tendency [ ˈtɛndənsɪ ] n. 傾向
manipulate [ məˈnɪpjəˌlet ] vt. 操縱,操控

 

(A) reject (B) prominently (C) lined (D) scenarios (E) extends
(F) arises (G) implications (H) exhibit (I) typically (J) demonstrated

 

★中文翻譯僅供參考,請勿逐字逐句對照

這裡有件關於人類行為的事,你可能已經觀察到了。我們都是習慣的動物。人類表現出的一種習慣是選擇中間選項。大量的研究顯示,人們會自然而然被吸引到中間,且偏愛在中間的事物。事實證明,這在許多不同的情況下都是正確的。幾乎所有事情都是如此,從人們自清單上所選擇的數字到學生選擇的選擇題答案,甚至是人們在內急需求出現時所進入的廁所隔間都是。這個現象甚至還有一個好記的名字:舞臺中央效應。

英國切斯特大學的心理學研究員保羅.羅德威所進行的實驗便展現出這種現象。他在研究中向受試者展示連續排列成一排的圖片,並要求他們選擇自己偏好的一張。他們偏愛選擇中間圖的傾向很明顯。

舞臺中央效應顯然對零售商具有影響力。他們利用這種效應,將自己想要推銷的商品更加顯眼地展示在中間的位置。不過對企業而言同樣重要的是,購物者選擇恰好在中間的商品的傾向也延伸到尺寸和價格上。也就是說,如果消費者可以選擇價格或大小 ── 例如,小、中、大 ── 他們多半會選擇中。許多咖啡連鎖店都非常了解這一點。顧客通常希望物超所值,所以他們往往會避免選擇最小的尺寸。顧客通常也不考慮最大的尺寸,認為他們會花太多錢購買一杯咖啡。因此,藉由了解人性,商店和公司可以更輕易地操縱消費者的行為。

文章難易度文章難易度 4 顆星

 科普園地   電子報精選文章 

Wesley

為什麼我們總是喜歡選中間? Caught in the Middle: Why We Like that Space So Much

Here’s something you may have observed about human behavior. We are all creatures of habit. One habit that humans __1__ is choosing the middle option . Numerous studies have shown that people naturally gravitate to the center and have a preference for what’s in that middle space. This has been proven to be accurate in numerous different __2__. It’s true for almost anything, from which number in a list people choose to the multiple-choice   answer students select, and even to which bathroom stall people enter when the need __3__. There’s even a catchy name for it: the center stage effect.

option [ ˈɑpʃən ] n. 選擇
gravitate [ ˈgrævəˌtet ] vi. 被吸引
gravitate to / towards...  被⋯⋯吸引
accurate [ ˈækjərɪt ] a. 正確的,準確的
catchy [ ˈkætʃɪ ] a. 悅耳易記的
center stage  舞臺中心;焦點,令人矚目的位置
take center stage  成為焦點

為什麼我們總是喜歡選中間? Caught in the Middle: Why We Like that Space So Much

Experiments by Paul Rodway, a psychological researcher at the University of Chester in the United Kingdom, have __4__ this phenomenon . In his study, people were shown pictures that were __5__ up in a row and asked to select which one they preferred. Their bias in favor of the ones in the middle was clear.

phenomenon [ fəˈnɑməˌnɑn ] n. 現象(單數形)
phenomena [ fəˈnɑmənə ] n. 現象(複數形)

把英文變OK,站得更高看臺灣。長期訂閱65折起,33週年慶專案只到8/15。

Obviously , the center stage effect has __6__ for retailers. They exploit it by displaying goods that they wish to promote more __7__ in the center. Equally important for businesses, though, the tendency for shoppers to choose items right in the center of things also __8__ to sizes and prices. That is, if customers have a choice among prices or sizes—for instance, small, medium, and large—they will more often than not choose the medium. This is something that many coffee chain shops know well. Customers __9__ want the best value for the cost, so they tend to avoid the smallest size. Customers normally also __10__ the largest size, believing that they would be spending too much for their cup of java. Thus, by understanding human nature, shops and companies can more easily manipulate consumer behavior.

obviously [ ˈɑbvɪəslɪ ] adv. 顯然地
exploit [ ɪkˈsplɔɪt ] vt. 利用;剝削
tendency [ ˈtɛndənsɪ ] n. 傾向
manipulate [ məˈnɪpjəˌlet ] vt. 操縱,操控

 

(A) reject (B) prominently (C) lined (D) scenarios (E) extends
(F) arises (G) implications (H) exhibit (I) typically (J) demonstrated

 

★中文翻譯僅供參考,請勿逐字逐句對照

這裡有件關於人類行為的事,你可能已經觀察到了。我們都是習慣的動物。人類表現出的一種習慣是選擇中間選項。大量的研究顯示,人們會自然而然被吸引到中間,且偏愛在中間的事物。事實證明,這在許多不同的情況下都是正確的。幾乎所有事情都是如此,從人們自清單上所選擇的數字到學生選擇的選擇題答案,甚至是人們在內急需求出現時所進入的廁所隔間都是。這個現象甚至還有一個好記的名字:舞臺中央效應。

英國切斯特大學的心理學研究員保羅.羅德威所進行的實驗便展現出這種現象。他在研究中向受試者展示連續排列成一排的圖片,並要求他們選擇自己偏好的一張。他們偏愛選擇中間圖的傾向很明顯。

舞臺中央效應顯然對零售商具有影響力。他們利用這種效應,將自己想要推銷的商品更加顯眼地展示在中間的位置。不過對企業而言同樣重要的是,購物者選擇恰好在中間的商品的傾向也延伸到尺寸和價格上。也就是說,如果消費者可以選擇價格或大小 ── 例如,小、中、大 ── 他們多半會選擇中。許多咖啡連鎖店都非常了解這一點。顧客通常希望物超所值,所以他們往往會避免選擇最小的尺寸。顧客通常也不考慮最大的尺寸,認為他們會花太多錢購買一杯咖啡。因此,藉由了解人性,商店和公司可以更輕易地操縱消費者的行為。

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Brian Foden
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