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Business A guide to goodness Values for money.
商業(yè) 良品導(dǎo)購 價廉物良。
Want to know if a product is virtuous? There's an app for that.
想知道一個產(chǎn)品是否貨真價實(shí)？有個軟件能幫你。
AS HE applied sunscreen to his young daughter's face, Dara O'Rourke, a professor of environmental and labour policy at the University of California, Berkeley, found himself wondering if the lotion was safe.
當(dāng)加利福尼亞大學(xué)伯克利分校的環(huán)境與勞工政策教授多拉?歐羅克往他年幼的女兒臉上抹防曬霜時，他發(fā)現(xiàn)自己在懷疑這種防曬霜是否安全。
He realised there was no readily available answer.
他意識到這個問題沒有現(xiàn)成的答案。
The result—two years, a team of chemists, lots of testing and a chunk of venture capital later—is GoodGuide.com.
歷時兩年，一批化學(xué)家進(jìn)行了大量的測試及后期風(fēng)險投資，成果是建立了指南網(wǎng)（GoodGuide.com）。
Launched in 2008, this is a website and smartphone app that rates 140,000 consumer products (currently only in America) according to their safety, environmental sustainability and the ethics of the firms that make them.
這個成立于2008年的網(wǎng)站有配套的智能手機(jī)軟件，它根據(jù)安全性、環(huán)境可持續(xù)性及生產(chǎn)廠商的道德操守對十四萬種消費(fèi)品（目前僅限于在美國的產(chǎn)品）進(jìn)行了評估。
Now GoodGuide has created a new "purchase analyser" app designed to inform consumers not just about the values embedded in products, but also about whether they are the virtuous shoppers they say they want to be.
現(xiàn)在，指南網(wǎng)已開發(fā)了一個新的"購物分析家"軟件，此軟件不僅旨在告訴消費(fèi)者產(chǎn)品的內(nèi)在價值，也旨在告訴消費(fèi)者他們是不是自己所說的希望成為的良心購物者。
Using the new app requires selecting a series of characteristics, which can range from whether the user favours organic products to buying only from firms with a good human-rights record. (It also rates how competitively things are priced, via a partnership with Price Grabber.)
使用這個新軟件需要對一系列特性進(jìn)行選擇，這些特性涵蓋了從用戶是否喜歡有機(jī)產(chǎn)品到只從人權(quán)記錄良好的公司購買產(chǎn)品等方面。（通過與Price Grabber合作，指南網(wǎng)還能評估產(chǎn)品的定價有多少競爭力）。
The consumer then scans the bar code on a product with the camera in their smartphone. The app identifies it and checks in a database to score how it shapes up.
然后，消費(fèi)者用其智能手機(jī)中的攝像頭掃描產(chǎn)品上的條形碼。軟件識別條形碼并在數(shù)據(jù)庫中進(jìn)行檢索，從而為產(chǎn)品評分。
Much therefore depends on the quality of the data, which GoodGuide gathers from various sources, including government reports and scientific studies, and research by its own staff.
因此，評分結(jié)果在很大程度上取決于數(shù)據(jù)的質(zhì)量，這些數(shù)據(jù)是指南網(wǎng)從各處搜集而來的，來源包括政府報告、科學(xué)研究及其員工所作的調(diào)查。
If the product scores badly, the app will recommend an alternative item which is rated more highly.
如果產(chǎn)品得分很低，軟件就會推薦另一種得分更高的替代產(chǎn)品。
The app also tracks a consumer's purchases to see how well they fit with their selected values, giving a sort of personal virtue (or hypocrisy) rating.
軟件還會追蹤消費(fèi)者的購物記錄，看看他們的購物行為在多大程度上符合自身贊同的購物觀，然后給出一種個人的購物美德度（或虛偽度）等級。
So far, GoodGuide has mostly been used by shoppers who are already keen to know about any issues connected with products they buy.
到目前為止，使用指南網(wǎng)的大都是這樣的購物者：他們已熱衷于了解任何關(guān)于其購買的商品的問題。
They are mothers concerned about a child's health, older people facing a chronic illness or supporters of a cause, such as animal rights.
他們是關(guān)心子女健康的母親、身患慢性疾病的老年人和某項(xiàng)事業(yè)（如維護(hù)動物權(quán)利）的支持者。
The hope behind the app is that the idea of finding out about a product's background will become mainstream.
這個軟件背后的期望是："查清一種產(chǎn)品的背景信息這個理念"會變成主流。
Consumers rarely change their buying habits, even when confronted with scientific and other data, says Mr O'Rourke.
歐羅克先生說，即使面對科學(xué)數(shù)據(jù)和其他數(shù)據(jù)，消費(fèi)者都幾乎不會改變他們的購物習(xí)慣。
So he has drawn on insights from behavioural economics, which show shoppers can be greatly influenced by peer pressure and by information passed on to them by people they know.
于是他利用了行為經(jīng)濟(jì)學(xué)的觀點(diǎn)來開發(fā)這個軟件。這些觀點(diǎn)表明，同輩壓力及購物者認(rèn)識的人傳遞給他們的信息都能對購物者產(chǎn)生很大的影響。
The app tries to take advantage of these pressures.
這個軟件嘗試?yán)眠@些壓力。
The virtue rating will inform a consumer how well they are doing according to the values which they espouse.
購物美德度評估會根據(jù)購物者所贊成的購物觀來告知他們其購物表現(xiàn)如何。
That measurement gives an incentive to do better.
這種評估會促使購物者改善其購物行為。
Soon, the rating will be able to be shared with others on social-media sites such as Facebook, which could inspire (or pressurise) a shopper to consume more thoughtfully.
很快，人們就能夠在如臉譜網(wǎng)（Facebook）的社交媒介中與別人分享這種評估，這將鼓勵（或施壓）購物者更加理性地消費(fèi)。
It might even, believes Mr O'Rourke, turn being a good shopper into an online game.
歐羅克先生認(rèn)為，這個軟件可能甚至?xí)?quot;做一個優(yōu)秀的購物者"變?yōu)榫€上游戲。
