消费者在购物前往往高估自己的能力-凯发k8官网

消费者在购物前往往高估自己的能力
文章来源:未知 文章作者:meng 发布时间:2010-07-21 02:26 字体: [ ] 
(单词翻译:双击或拖选)

consumers give up on using products because they underestimate their learning abilities, according to a new study in the journal of consumer research. authors darron billeter (brigham young university), ajay kalra (rice university), and george loewenstein (carnegie mellon university) found that consumers are overconfident(自负的) in their abilities to learn skill-based products before they try them out. but as soon as they gain experience with the product they often quit using it. "anyone who has tried, then rapidly abandoned snowboarding(滑雪板) , knitting(编织,皱眉) , fancy new software or the calendar on their ipod can probably ruefully(可怜地,悲伤地) relate," the authors write.

the authors studied tasks new to most people, which wouldn't take long to learn in a lab setting, like typing on a keyboard with an 2 layout, tracing lines while only being able to view the tracing in a mirror, and folding t-shirts in a novel way. participants were given verbal instructions and then were asked to predict how rapidly they would be able to perform the task. 3, participants 4 their abilities.

next, participants were given a short amount of experience with the task and were asked to predict how rapidly they would be able to perform the task, both in the short term and longer term. "not only were subjects overly pessimistic(悲观的,厌世的) about their ability to perform the task in the short term, but they were also overly pessimistic about their ability to improve over time," the authors write. participants began correctly predicting their performance after four rounds (20 minutes) of under-predicting.

because of this initial discouragement, the authors discovered that consumers were willing to pay more for a keyboard before they had tried it than they were after they gained a few minutes experience with it.

"much of parenting is about teaching children that 5(持续,固执) pays off—that tasks that initially seem difficult become easier with practice," the authors write. "the results of these studies suggest that, despite the lessons our parents might have sought to teach us, most of us have not 1 learned the lesson."



点击收听单词发音收听单词发音  

1 gfuzd     
adv.完全地,全部地,彻底地;充分地
参考例句:
  • the doctor asked me to breathe in,then to breathe out fully.医生让我先吸气,然后全部呼出。
  • they soon became fully integrated into the local community.他们很快就完全融入了当地人的圈子。
2 uk6w4     
adj.陌生的,不熟悉的
参考例句:
  • i am unfamiliar with the place and the people here.我在这儿人地生疏。
  • the man seemed unfamiliar to me.这人很面生。
3 273xz     
adv.最初,开始
参考例句:
  • the ban was initially opposed by the us.这一禁令首先遭到美国的反对。
  • feathers initially developed from insect scales.羽毛最初由昆虫的翅瓣演化而来。
4 3ea9652f4f5fa3d13a818524edff9444     
对(数量)估计过高,对…作过高的评价( overestimate的过去式和过去分词 )
参考例句:
  • they overestimated his ability when they promoted him. 他们提拔他的时候高估了他的能力。
  • the ministry of finance consistently overestimated its budget deficits. 财政部一贯高估预算赤字。
5 hslzh     
n.坚持,持续,存留
参考例句:
  • the persistence of a cough in his daughter puzzled him.他女儿持续的咳嗽把他难住了。
  • he achieved success through dogged persistence.他靠着坚持不懈取得了成功。
tag标签: task experience learn
发表评论
请自觉遵守互联网相关的政策法规,严禁发布色情、暴力、反动的言论。
评价:
表情:
验证码:点击我更换图片
网站地图