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綁架本能的世界:影響所有決定的「超常刺激」理論

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綁架本能的世界:影響所有決定的「超常刺激」理論
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249420
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9789861371269
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Product Information

ISBN: 9789861371269

出版日期: 2010-06-24

作者: 黛笛兒.芭瑞特

譯者: 陳雅雲

裝訂: 平裝.單色印刷.256頁.

 

看再多行銷書,還不如認識「超常刺激」理論,使你賣出一切想賣的東西!
諾貝爾生理醫學獎得獎理論,哈佛學者30年驗證,行銷新時代的唯一有效法則!

  蘋果動新聞、女神卡卡、3D電影、瑤瑤……當紅的這些事,都跟「超常刺激」脫不了干係。
  如果我們不去察覺自己對超常的顏色、尺寸和味道會過度反應,我們將任憑生物本能機制所宰割。

  童顏巨乳超吸睛,女神卡卡驚世駭俗,洋芋片吃了停不下來……
  這些現象,其實是你我的本能被綁架了!
  比自然事物誇張好幾倍的東西,稱為「超常刺激」,
  不但讓本能過度反應,還威脅著你我的健康、財富和人際關係!

  人類常常忘記自己也是本能的動物。

  食欲、性欲、領域性、社會性的本能……幫助我們代代繁衍,但是現代社會中充斥著各種人為的事物,正以誇大形式刺激著本能:從色情文學到廣告模特兒,從整形手術到化妝品、從糖果速食到3D電影,都是在擴大自然的訊號,讓人們情不自禁地迷戀、上癮。

  種種「超常刺激」氾濫的結果,使我們成了蒐集卡哇依商品、嗜吃速食零嘴、沉迷電視和網路的現代人。我們從未警覺,商家利用超常刺激吸引消費,媒體利用超常刺激吸引瀏覽,政府利用超常刺激左右民意……爆紅熱賣的商品背後,往往就有「超常刺激」的存在!

  了解超常刺激的作用,以及本能被綁架的後果,你將可以重新選擇,是甘心被牽著鼻子走,還是為自己做出更聰明的決定。

什麼是超常刺激?

  糖果比水果還要甜、玩偶比小孩還要卡哇依、電視比爸爸還要好看……這些比自然事物誇張好幾倍的東西,就是超常刺激。

  「超常刺激」最初是諾貝爾生理醫學獎的得獎理論,由動物行為學家丁柏根與勞倫茲所提出,意指會激發原始本能的人造模仿物,因為特徵鮮明、誇張,比自然事物更具吸引力。動物通常在人類設計的實驗中才會遭遇超常刺激,但人們卻一直在為自己製造各種超常刺激。



作者簡介

黛笛兒.芭瑞特 Deirdre Barrett

  哈佛醫學院的演化心理學家,參與行為醫學計畫的研究。研究專長為夢、催眠、意象,以及演化心理學。演化心理學是從演化角度探討人類行為的模式。她曾在〈早安美國〉〈今日秀〉、CNN、福斯新聞、探索頻道的節目介紹心理學議題,也曾受訪在《華盛頓郵報》《紐約時報》《生活》《時代》《商業週刊》談夢境的研究。著有《腰圍地帶》(Waistland)和《創傷與夢》(Trauma and Dreams)等書。



譯者簡介

陳雅雲

  自由譯者,譯著四十餘本,包括《費曼的彩虹——物理大師的最後24堂課》《改變世界的簡單法則》《模糊的未來:從社會、科學到晶片中的天堂》《踏入宇宙的一小步——黑洞、蟲洞、時光機》《從零開始-追蹤零的符號與意義》《海中精靈:鯨、海豚與鼠海豚》等。

綁架本能的世界:影響所有決定的「超常刺激」理論
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