广告商如何让我们花钱

还剩六分钟呢？

Got another six minutes?

我们还有很多内容帮你提升英语。

We have lots more to help you with your English.

试试《Real Easy English》，通过自然的英语对话学习，或者从全球重大新闻中掌握英语。

Try Real Easy English to learn from natural English conversations or learn some English from the biggest news stories from around the world.

在你的播客应用里搜索‘BBC Learning English’，收听我们的其他节目，或访问 bbclearningenglish.com 获取更多内容。

Search BBC Learning English in your podcast app to find our other programs or find much more at bbclearningenglish.com.

六分钟英语。

Six Minute English.

来自 bbclearningenglish.com。

From bbclearningenglish.com.

你好。

Hello.

这里是BBC学习英语的《六分钟英语》。

This is 6 Minute English from BBC Learning English.

我是皮帕。

I'm Pippa.

我是菲尔。

And I'm Phil.

你最近买过什么东西？为什么买它？

What's the last thing you bought and why did you buy it?

我最近买了一副新耳机，因为旧的坏了，我做了很多研究，想挑一副好的。

I bought a new pair of headphones recently because my old ones broke, and I did lots of research to try and find a good pair.

你呢？

How about you?

今天早上上班路上，我买了一瓶饮料。

I bought a soft drink on the way to work this morning.

可能是因为广告里有个我喜欢的人在推荐它。

It might be because I saw someone I liked promoting it in an advert.

这叫名人代言，但为什么这种做法有效呢？

We call this a celebrity endorsement, but why do they work?

我们先来听一听本·琼斯的说法，他是一位行为研究专家，正在接受BBC世界服务节目《商业日报》的采访。

Let's start by hearing from Ben Jones, a behavioural research expert speaking to BBC World Service programme Business Daily.

当我们不确定该怎么做时，很容易就会跟着那些我们认为可信或有见识的人走。

When we're unsure, we don't know what to do, it's kind of easy to follow the lead of those who we think are credible or knowledgeable.

这是一种心理上的捷径。

It's a mental shortcut.

它能帮我们在不确定的时候理清方向，或者快速做决定。

It's something that helps us navigate uncertain times or make quick choices.

我们从小就开始这样做了。

We start doing that from an early age.

对有些人来说，这跟父母有关。

It's about our parents for some people.

也跟老师有关。

It's about our teachers.

这些人帮我们学习，帮我们理解这个世界。

You know, these people help us learn and make sense of the world.

一些企业会利用这一点，比如牙医推荐牙膏，运动员代言运动装备。

And some businesses can draw on this through things like endorsements, dentists recommending toothpaste, athletes endorsing sportswear.

本说，名人代言之所以有效，是因为它能帮我们走捷径。

Ben says that endorsements work as a mental shortcut.

这能让我们更快地做出决定。

This is something that helps us make a decision quickly.

只要我们信任这个推荐，就不必花太多心思去琢磨。

If we trust the endorsement, then we don't need to think about it that much.

在本期节目中，我们将探讨人们是如何被说服去采取某种行动的。

In this episode, we're going to look at the way that people can be convinced to do things.

和往常一样，我们还会学到一些实用的新词汇和表达。

And as usual, we'll learn some useful new words and phrases.

别忘了，所有词汇和测验都在我们的网站 bbclearningenglish.com 上。

And remember, you'll find all the vocabulary and a quiz on our website bbclearningenglish.com.

好的，不过在那之前，我有个问题想问你，皮帕。

Okay, but first I have a question for you, Pippa.

今天我们要聊的是行为科学。

Today, we're talking about behavioural science.

有一种理论说人们会对小小的提示做出反应，这个理论叫什么名字？

What's the name of the theory that says people respond to small prompts?

是 a) 推动理论，b) 拉动理论，还是 c) 轻推理论？

Is it a) push theory b) pull theory or c) Nudge theory.

我不太确定。

I'm not sure.

我猜是 b。

I'm going to say b.

拉动理论。

Pull theory.

好的。

Okay.

不过答案我们留到节目最后再揭晓。

Well, we'll find out the answer at the end of the programme.

近年来，许多快餐连锁店都安装了触摸屏点餐机。

In recent years, many fast food chains have installed touchscreen machines for people to order their food.

他们表示，因此收入增加了。

They've reported taking more money as a result.

行为科学能解释这是为什么吗？

Could behavioural science tell us why this happens?

以下是产品设计师迪恩·沃德接受BBC世界服务《商业每日》采访时的发言。

Here's product designer Dean Ward speaking to BBC World Services Business Daily.

首先，人与人面对面交流时感到被评判的心理，我们认为是关键因素。

Firstly, the psychology of speaking to someone and feeling judged, we think, is a key factor.

您要加份炸薯条吗？

So would you like extra fried?

您要加个大份的吗？

Would you like to go large?

不是所有人，但我相信确实有不少人会在这种情况下感到被评判，从而选择拒绝。

Not all people, but I think that there's definitely a a large proportion of people who may feel judged in those instances and may say no.

还有一个原因，就是你有更多时间去看。

There's the fact that you've got more time to look.

你可以清楚地看到产品。

You can see the product.

能看到里面具体有什么。

You can see what's in it.

还能看到和它搭配的其他商品。

You can see all the products linked to it as well.

而且还能看到各种加购推荐。

And also around upsell as well.

要不要加这个？

Would you like to add this?

要不要试试这个？

Would you like to do that?

因为你有更多时间考虑，也不会觉得被人评判。

Because you've got more time and you're not being judged.

你更容易答应这些额外的推荐。

You're very much more inclined to actually say yes to these things.

这正是我们通常看到的情况。

And that's typically what we're seeing.

购物车的消费金额通常能提升百分之二十五到三十。

An increased basket spend of typically 25, 30%.

如果人们觉得被评判，就意味着他们担心别人会怎么看待自己。

If people feel judged, then it means that they worry what other people will think of them.

如果我们得向服务员多要一份薯条，可能会担心对方怎么想我们。

If we have to ask a human for extra fries, we might worry what they think of us.

但没人会觉得电脑屏幕在评判自己。

But no one feels judged by a computer screen.

如果你做交叉销售，就能让顾客花更多的钱。

If you upsell something, then you get someone to spend more.

比如服务员常常会劝顾客点更大的份量、更多饮料或甜点。

For example, waiters often try to get people to buy larger portions, more drinks or desserts.

迪恩说，交叉销售能提高顾客单笔消费的总额。

Dean says that upselling can increase people's basket spend.

所谓单笔消费总额，就是顾客在一次交易中，购物车里所有东西加起来的总花费。

A basket spend is the total amount that someone spends in one transaction on everything that's in their basket.

现在，这是一个企业运用行为科学来引导人们采取行动的例子。

Now, this is an example of a business using behavioural science to nudge people to do things.

但用这种方式运用行为科学的，可不止企业而已。

But it's not just businesses that use behavioural science in this way.

在突尼斯，联合国世界粮食计划署希望鼓励人们更频繁地一起吃饭。

In Tunisia, the United Nations World Food Programme wanted to encourage people to eat food together more often.

他们拍了一部以餐厅为背景的电视剧。

They made a TV show set in a restaurant.

我们来听听世界粮食计划署的塔克瓦·哈利菲对BBC世界服务《商业每日》的讲述。

Let's hear from Thakwa Khalifi from the World Food Programme talking to BBC World Services Business Daily.

所以我们需要一个特别有创意、特别不一样的方式，让人能从故事里看到自己的影子，因为人们是通过模仿、效仿和观察他人的行为、行动以及情绪反应来学习和改变的。

So we needed something really creative and really different to to think outside of the box or to let people see themselves in those stories because people are learning and changing by imitating and modeling and like observing others' behaviors and others' actions and emotional reactions to things.

所以我们做了这个项目，拍了这部电视剧，就是想对人们产生影响。

So this is why we tried this project or this tried this product or this TV series in order to impact people.

塔夸说，他们得打破常规思维。

Tatqua says that they needed to think outside the box.

也就是说，要换个角度思考，想出有创意的办法。

This means to try and think in a different way to come up with something creative.

这部电视剧促使人们模仿他人的行为。

The TV programme leads to people modelling behaviour.

所谓模仿行为，就是你做出别人可以效仿的样子。

If you model behaviour, then you behave in a way that other people can copy.

现在，菲尔，我觉得是时候回答你的问题了。

Now Phil, I think it's time to hear the answer to your question.

是的，该说了。

Yes, it is.

我之前问过，有什么理论能解释人们会因为小小的提示而改变行为吗？

I asked what theory says that people respond to small prompts to change their behaviour?

我以为是拉动理论？

I thought it was pull theory?

可惜这个答案不对。

Which I'm afraid was the wrong answer.

助推理论认为，人们的行为可以通过小小的提示或推动力来改变。

Nudge theory says that people's behaviour can be changed by small prompts or nudges.

我们来回顾一下学过的词汇，首先是心理捷径，指的是帮助我们快速做决定的东西，通常是因为我们不用费神去思考。

Okay, let's recap the vocabulary we've learned, starting with mental shortcut, which is something that helps us make a decision quickly, usually because we don't need to think about it.

如果一个人觉得被评判，那就是他在担心别人怎么看待自己。

If someone feels judged, then they're worried about what other people think about them.

附加销售指的是说服别人额外购买一些东西，比如在餐厅点一份甜点。

Upsell refers to persuading someone to buy something extra, like a dessert at a restaurant.

单笔消费额指的是你在一次交易中，购物车里所有商品的总花费。

Basket spend is what you spend in one transaction on the things in your shopping basket.

如果你能跳出框架思考，那就是用不同的方式去想问题，从而想出有创意的解决方案。

If you think outside the box, then you think about something in a different way to come up with a creative solution.

最后，模仿就是以一种别人可以效仿的方式行事。

And finally, modelling is behaving in a way that others can copy.

好了，我们的六分钟又到了，不妨去我们的网站 bbclearningenglish.com 做做这个节目的小测验和练习题吧。

Once again, our six minutes are up, but why not head over to our website bbclearningenglish.com to try the quiz and worksheet for this episode.

我们很快再见。

See you again soon.

再见。

Bye.

六分钟英语。

Six Minute English.

来自 bbc learning english 网站。

From b b c learning english dot com.