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为什么人们这么不擅长送礼物? – 译学馆
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为什么人们这么不擅长送礼物?

Why Is Everyone So Bad At Giving Gifts?

What’s the worst holiday gift you’ve ever received?
你收过的最糟的节日礼物是什么?
For me, it’s pretty easy.
就我来说 这很好回答
My mom used to consider Chanukah
我妈曾认为光明节
like a belated back-to-school holiday.
就是一个迟来的返校节日
We would get binders, pens, staplers.
我和我妹会收到活页夹 笔 订书机
Once my mom wrapped this huge mystery present for my sister
有一次 我妈给我妹妹包了一个神秘巨大的礼物
that she thought was a dollhouse.
我妹妹原以为那是个玩具屋
But it wasn’t a dollhouse.
但并不是
It was a trash can.
它只是个垃圾桶
Most of us are actually terrible at giving gifts.
实际上 大多数人在送礼物时做的都很糟糕
About $70 billion dollars worth of presents
在美国每年会有
are returned every year in the U.S.
价值约七百亿美元的礼物被退货
So how do we get… less terrible?
那怎样才能不那么糟糕呢?
Here are 3 ways to improve your gift-giving game around the holiday
我将介绍3条送出更佳节日礼物的方法
One, stop trying to make your gifts so delightful.
方法1 别再送华而不实的礼物了
Research has shown that givers are obsessed
研究表明送礼物的人太在意
with the moment of unwrapping a gift,
礼物被拆开的那一瞬间
even more than the gift itself.
而忽视了礼物本身
We envision the look of delirious happiness on their faces,
我们预想对方拆开礼物时脸上的惊喜表情
and the ecstatic exclamations,
和狂喜的尖叫
like, wow! Oh my gosh! You really know me!
就像 哇哦!我的天呐!你太懂我了!
Ironically, givers are selfish.
讽刺的是 这种送礼物的人是自私的
We want something from giving:
他们想要的是对方收到礼物时
those looks of delight, those exclamations.
流露出的喜悦和赞叹
This is why items like hyper-specific kitchen gadgets,
这就是像非常特殊的厨房小玩意
and fancy vintage clocks all seem like fantastic gifts.
和华丽的古董时钟这类礼物看起来很赞的原因
But it turns out, recipients often want things
但实际上 收礼者经常更希望收到比较实用的礼物
that are far more practical — things they can actually use.
——他们能真正用的上的东西
In one study, researchers asked givers and recipients
在一项研究中 研究人员要求送礼者与收礼者
to rate gifts along two metrics:
从两方面来评价礼物:
Desirability, like a complicated but fancy coffee maker
一方面是吸引力 比如一台操作复杂但华丽的咖啡机
and feasibility
另一方面是实用性
like a coffee maker you can actually use
比如一个你不需要看好几个小时说明书
without studying the instructions for several hours.
就能使用的咖啡机
They found that givers reliably chose the desirable gifts.
结果表明送礼者更乐意选择有吸引力的礼物
But recipients just prefer feasibility.
而收礼者比较喜欢更实用的礼物
So what’s the most practical gift you can give
所以你能送出的能让对方真正感激你的
that people might actually be grateful for?
最为实用的礼物是什么呢?
Two, when in doubt, give cash.
方法2 当你不知道送什么好时 给现金吧
When economists study gift giving,
当经济学家研究送礼时
they’re very concerned with one thing: waste.
他们很关心一件事情:浪费
Let’s say hypothetically
假设
that my grandmother buys me a sweater that I hate,
我奶奶给我买了一件我不喜欢的毛衣
and your grandmother buys you a sweater that you hate.
你奶奶也给你买了一件你不喜欢的毛衣
Sorry, grandmothers.
对不起啦 奶奶们
Before long, we’re talking about billions of dollars in waste in the economy.
不久 我们将面临数百万美元的经济损失
Economists call it “deadweight loss”
经济学家称之为“无谓损失”
and they estimate that up to 30% of the value of all gifts is wasted.
据估计高达所有礼物总价值的30%都浪费了
That means — the companies wasted time making the gift,
这意味着——工厂浪费了时间生产这些礼物
It means the givers wasted time giving it out,
送礼者浪费了时间把礼物送出去
and it means the recipients wasted time returning it.
收礼者也浪费了时间退礼物
There’s a way to fix this.
有个方法可以解决这个浪费问题
There is a very specific gift that is always worth the exact same
有一种礼物对送礼者和收礼者来说
to both the giver and the receiver.
总是具有相同价值的
It’s called cash.
那就是现金
The good thing about cash is
送现金的好处是
that the receiver can always make use of 100 percent of its value.
现金的价值能够完全被收礼者利用起来
The bad thing about cold, hard cash is that… it’s cold.
坏处是给冷冰冰的现金显得冷漠
It doesn’t say anything except,
送现金缺少人情味
“Here, take some money.”
只能表示“这是给你的钱”
So this is a conundrum.
所以我们面临一个难题
How do we design a gift-giving formula
如何找到一条送礼法则
that is as efficient as cash,
使其和现金一样实用
and as sentimental as you want to be?
又能充分体现人情味
Three, just give people what they ask for
方法3 送对方要的东西
A good way to get what you want
得到你想要的礼物的一种好的方法就是
is–shocker!–to tell people what you want.
别不信——就是告诉对方你想要什么
A 2011 study looked at Amazon wish lists to determine
2011年有一个针对亚马逊上的愿望清单的研究
if people were more appreciative of gifts that were on their wish lists
探究人们是更喜欢自己清单上的礼物
versus gifts that were total surprises.
还是那些出乎意料的礼物
It turned out that when people got gifts that weren’t on their list,
研究表明当人们收到清单之外的礼物时
they considered them less thoughtful and less personal.
他们会认为这些礼物送的不明智也没个性
Surprise is overrated
我们高估了所谓的惊喜
— we’re happier to get what we ask for.
——我们更高兴收到自己想要的东西
We do everything we can to keep gifts top secret:
我们总是尽力去维持礼物的神秘性:
We wrap them so they don’t look like they came from a store.
我们精心包装礼物使它们看上去不像是从商店买来的
We tear the price tags off.
我们撕掉礼物的价格标签
But we are spending money here.
但是包装礼物的同时我们也在多花钱
If you want to make your gift count,
如果你想要你的礼物有价值
stop obsessing about the moment of unwrapping and surprise.
不要仅仅在意对方打开礼物的瞬间和惊喜
Find out what the people that you love want
而是要弄清楚你爱的人想要的东西是什么
and get it for them.
然后把它作为礼物送给他们
This is You Are Here,
这就是You Are Here本期的内容
a show about the science of everyday life.
You Are Here 带你关注日常中的科学
I’m Derek Thompson.
我是 Derek Thompson
Thank you for watching.
感谢您的观看

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视频概述

如何让你的礼物更得对方心意,本视频将从三个方面教你如何通过礼物“俘获人心”。

听录译者

收集自网络

翻译译者

小柴胡

审核员

审核员SR

视频来源

https://www.youtube.com/watch?v=Q9UUu2JBQB0

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