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Consider the office birthday party and your slice of cake looks slightly smaller than some. Eh, probably no big deal. Now imagine that instead of cake, everyone got cash. And you got three bucks, while some others got four.
設(shè)想一下，在辦公室的生日聚會上，你手里的那塊蛋糕看起來比別人的小。額，也許沒什么大不了。再不妨想象一下，如果每個人分到的不是蛋糕而是現(xiàn)金。譬如你分到了三塊錢，而其他人分到了四塊。
Researchers did this experiment. One group of subjects got cake slices of varying sizes. The other group got cash. Everyone could see what others in their group received. And those in the cash group who received less money than others were upset. But for the cake group, where the size of slices was harder to measure, everyone was equally happy. The study is in the Journal of Consumer Research.
研究人員做了這個實驗。一組受試者分到了大小各異的蛋糕。另一組分到的則是金額不等的現(xiàn)金。每個人都能看見小組里其他成員分到了什么。現(xiàn)金組中那些分到較少現(xiàn)金的人比其他人要沮喪。但對于蛋糕組而言，很難衡量蛋糕的大小，因此每個人都一樣開心。這項研究發(fā)表在《消費(fèi)者研究》雜志上。
In another trial, researchers found that subjects were unhappy when they missed out on a deal that had a specific quantity associated with it, like “buy one, get one free” versus a more vague deal that said, “get a larger bottle at the regular price.”
在另一項試驗中，研究人員發(fā)現(xiàn)受試者在錯過一次數(shù)量較為具體的交易，比如說“買一贈一”的活動后，也會感到不高興。反之，對錯過“加量不加價”這樣比較模糊的交易就不會感到不開心。
The researchers note that when you can't easily measure something, you tend to be more focused on the experience that the good offers. They even say that we might be happier in a barter economy. Although it's easier to carry cash than a lot of trade-able goods.
研究人員指出，當(dāng)人們不能輕易測量某事時，就會更傾向于關(guān)注商品帶給你的體驗。他們甚至說道：人類在以物易物的經(jīng)濟(jì)時代可能會更開心。盡管帶金錢會比帶大量的交換品更簡單。
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