2019.06.29
周六 Saturday
intrinsic
?[?n'tr?ns?k]?
adj.內(nèi)在的
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圖片來源：視覺中國
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How?much of your chocolate buying is based on taste, and how much is based on the shininess of its wrapping? A new study backs up what we've long suspected – the way chocolate is packaged creates a stronger emotional pull than what it actually tastes like.
你買巧克力有多少是基于口味，又有多少是因為包裝的絢麗?一項新的研究證實(shí)了我們長期以來的猜測——巧克力的包裝方式比它的實(shí)際味道更能產(chǎn)生強(qiáng)烈的情感吸引力。
And while the chocolate we buy in the future is mostly dependent on how it tastes, the research suggests, how we perceive that taste on our tongue is influenced to some extent on the way the treat was wrapped up.
研究表明，雖然我們未來會買什么巧克力主要取決于它的味道，但我們舌頭嘗到的味道在一定程度上受到了包裝的影響。
The team behind the study, from the University of Melbourne in Australia, says their work could be helpful for companies looking for ideas for how to market their products – as well as making us more aware of how we're choosing what to put in our shopping baskets.
來自澳大利亞墨爾本大學(xué)的研究團(tuán)隊表示，他們的研究成果可能有助于企業(yè)尋找營銷產(chǎn)品的思路，同時也能讓我們更清楚地意識到，我們是如何選擇加購哪些東西。
"There's a difference in how consumers perceive?intrinsic?product cues – like flavor, aroma, and texture – which are associated with sensory and perceptual systems, and how they perceive external cues – like packaging materials, information, brand name, and price – which are associated with cognitive and psychological mechanisms," says one of the team, Frank R. Dunshea.
團(tuán)隊的成員之一Frank R. Dunshea說：“消費(fèi)者如何感知產(chǎn)品本身的特質(zhì)——比如味道、氣味和質(zhì)地——與感官和感知系統(tǒng)相關(guān)聯(lián)，而他們?nèi)绾胃兄a(chǎn)品外在特點(diǎn),比如包裝材料、信息、品牌、和價格——則與認(rèn)知和心理機(jī)制相關(guān)聯(lián)，這兩者是不同的”。
"The information provided via packaging can influence customers' expectations and affect their emotional response when their sensory experience confirms or doesn't confirm their initial impression."
“包裝提供的信息會影響顧客的期望，而他們通過檢驗自己的感官體驗是否和初印象保持一致，從而影響他們的情緒反應(yīng)?！?/div>
For this experiment, 75 chocolate tasting volunteers were asked questions based on three conditions: a taste test with no packaging, a look at the packaging with no tasting, and a taste test with the packaging visible.
在這個實(shí)驗中，75名巧克力品嘗志愿者基于三種測試條件來回答問題：一個只嘗味道不帶包裝的測試，一個不嘗味道只帶包裝的測試和一個既嘗味道又帶包裝的測試。
For the last part, samples of the same chocolate were wrapped in six different packaging concepts – bold, fun, everyday, special, healthy and premium. Participants were asked to rate the taste of the product, the emotions it prompted, and how likely they would be to buy the chocolate in the future.
在最后一個環(huán)節(jié)，同樣的巧克力樣品的包裝分別對應(yīng)六個不同的包裝概念——大膽、有趣、日常、特殊、健康和優(yōu)選。參與者被要求評價產(chǎn)品的味道、吃完的感受，以及他們回購此款巧克力的可能性。
People rated a chocolate's taste lower if the wrapper didn't match what was inside. What's more, when the wrappers mentioned positive words, there was a positive link between liking both the packaging and the taste of the chocolate.
如果包裝和里面的巧克力不匹配，人們對巧克力的評價就會更低。更重要的是，當(dāng)包裝上提到積極的詞語時，人們也更容易喜歡此款巧克力的包裝和味道。
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intrinsic
?[?n'tr?ns?k]?
adj.內(nèi)在的
?
his intrinsic value to the company 他對于這家公司而言的內(nèi)在價值
反義詞：extrinsic， adj.外在的；非固有的
如extrinsic factors 外來因素
The key to understanding these behaviors lies in the difference between intrinsic and extrinsic motivation.
理解這些行為的關(guān)鍵是區(qū)分內(nèi)在動力和外在動力。
