蒼蠅效應:如何用最簡單的方法,操控最複雜的人心?揭開潛意識引導的底層邏輯 (伊娃.凡登布魯克)

「蒼蠅效應」將徹底顛覆你對世界的認知,讓你從被引導,成為引導他人、說服他人的專家!


版本 Edition: 平裝書 Paperback
Price:
Sale priceHK$110.00 Regular priceHK$140.00
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In stock - dispatch in 4 working days
Product Info
Chinese Age Adult - Adult
平裝書 Paperback 304 pages 14.8 x 21.0 x 1.5 cm
Approx. weight: 0.6 kg
Publication date: 31 Jul,2023
Barcode: 9786267181799 平安文化

More books in Chinese for Age Adult - Adult

Description

作者: 伊娃.凡登布魯克 / 提姆.登海爾  |  譯者: 彭臨桂


       小便斗裡貼蒼蠅圖片,就能使男性瞄得更準,省下50%的清潔費?
  只要將商品擺放到貨架上與視線水平的位置,就能直接提升銷量?
  明明拿好要買的東西,卻在結帳時順手多買一條巧克力或口香糖?
  走進賭場,每一處細節設計,都暗示著下一個中大獎的人就是你?
  網路上你接收到的訊息,都有可能是他人刻意要讓你看到的資訊?

  你可能沒有察覺,但「蒼蠅效應」無所不在。從商品陳列巧思、路上的標語、網路購物結帳前的「加購優惠」……這些訊息都時刻影響我們的判斷、改變我們的行為,讓我們心甘情願被操控卻渾然不覺。

  過往人們總是認為,想改變某人的行為,就必須以理服人、動之以情,甚至威逼利誘。但事實上,我們的行為並非絕對理性,更多時候是仰賴大腦下意識的決策,深受情緒、環境、文化、人際等外在因素影響。真正能有效改變人類行為的,往往不是文情並茂的文案,而是看似微不足道的「推力」。

  成功的管理者能夠透過人性設計誘因,促使團隊進步;聰明的行銷人能夠巧妙利用消費心理,讓產品脫穎而出;厲害的家長可以透過盤子大小的錯覺,成功搞定挑食的孩子。「蒼蠅效應」將徹底顛覆你對世界的認知,讓你從被引導,成為引導他人、說服他人的專家!
 

作者

伊娃.凡登布魯克(Eva van den Broek)

  行為經濟學家、人工智能領域學者。

  擁有實驗經濟學與理論生物學的博士學位,目前在烏特勒支大學從事研究工作。伊娃同時也是「荷蘭行為洞察基金會」(Behavioural Insights Nederland)的創立者,該組織藉由對行為科學的研究,改善荷蘭關於囚犯、企業家、學齡前兒童、學生與消費者的政策。她經常舉辦公開講座、研討會和演講,也常常在部落格和專欄發表文章。

提姆.登海爾(Tim den Heijer)

  享譽全球的資深廣告人。

  畢業於荷蘭萊頓大學,語言學碩士。為「B.R.A.I.N. Creatives」創意公司的共同創辦人。曾於廣告業擔任創意總監與文案寫手長達二十年。與世界許多知名品牌合作,在國際上獲得眾多獎項肯定。

  在從事廣告業的這段過程中,他從「人類行為學」獲得許多啟發,他確信重大議題,只能藉由科學及創意的方式來解決。現職為創意策略師,負責設計宣傳活動、品牌策略及推廣,並從科學的角度發想靈感,提姆經常主持研討會,並透過講座談論相關主題。

譯者

彭臨桂


  自由譯者,臺師大翻譯所畢業。譯有《完美嫌犯》、《倖存者,如我們》、《遺忘效應》等書。

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