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楼主:医分类 时间:2018年06月24日 09:09:35 点击:0 回复:0
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Hi, dad? Where#39;s mom?爸,我妈呢?She#39;s in the chat room talking to someone.你妈正和一长舌妇在聊天八卦呢!Really? Mom#39;s on the internet?啥?老妈这么潮,都学会上网了啊?What internet? They#39;re in the kitchen. You know your mom. Any room she#39;s in is a chat room.上网?捞鱼么?你妈在厨房呢,你知道你妈有个本事就是她在哪儿呆着,哪儿就自动变成聊天室了。 /201506/3797103.Retail Outlets Use Snobby Staffers to Influence You to Buy3.员工势力:顾客碰壁?A pleasant shopping experience isn#39;t always the best way to get people to make a purchase according to some luxury brands. In fact, being rude to customers can actually increase sales, according to research results shared by the University of British Columbia. Originally published in the Journal of Consumer Research, the study was called ;Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers#39; Desire for the Brand,; and it showed that ignoring customers or treating them rudely could actually make them spend more money. It#39;s hard to believe that treating anyone rudely would have a positive effect on sales, but there are some conditions that stores have to follow to make this practice a success.根据一些奢侈品品牌的经验,愉快的购物经历并不总是让人们购物的最好方式。事实上,根据英国哥伦比亚大学的研究我们可以发现,粗鲁地对待客户也可以促进销售。最初出现在《消费者研究》杂志上的一个研究,被称作;魔鬼应该销售普拉达吗?零售业的拒绝能增强高追求客户对品牌的渴望;。研究显示,忽视客户或粗鲁地对待顾客会让他们花更多的钱。对待客户粗鲁,居然能增加销售量,这简直难以置信。但商店必须遵循一些原则,才能使这些做法奏效。For example, the store must present salespeople who accurately represent the brand cultivated by the store. A company selling luxury clothing would need to utilize employees dressed like what a customer would assume someone would look like when purchasing the company#39;s products. In the movie ;Pretty Woman,; Julia Roberts#39; character is treated rudely by a salesperson in a Beverly Hills store who believes she can#39;t afford to shop for expensive clothing. The movie features Roberts heading to another store to buy loads of expensive clothes only to return to the snobby store and rub their noses in it.譬如,商店的员工必须能准确的体现品牌商店的品位。一个销售高档装的公司需要利用店员的穿着,让顾客想象如果他们购买了该公司的装他们看起来会怎么样。在电影《风月俏佳人》里,朱莉娅#8226;罗伯茨遭到贝弗利·希尔斯的一家装店店员的粗鲁对待,因为店员认为她买不起店里昂贵的衣。然后,罗伯茨前往另一家装店买了许多昂贵的衣,仅仅是为了回到那个势利的店员面前羞辱他一番。If this occurred in the real world, the aforementioned study means that a slighted customer could actually be inspired to make purchases at the very store where they were treated badly. To an onlooker, this series of events makes absolutely no sense, but the psychology of shopping and spending money apparently means that a pleasant buying experience isn#39;t always the best way to get someone to buy something.如果这种情景发生在现实生活中,前面提到的研究意味着,轻视顾客反而会促使顾客在态度粗鲁的店里购物。但对旁观者来说,这些事荒谬至极。但是购物和消费的心理显示,愉快的购物经历并不总是让消费者购物的最好方式。2.Architects Carefully Construct a Buying Environment2.环境精致:消费舒适It#39;s not just the packaging and brand design that lures you into a store to buy things. Today#39;s savvy marketers use absolutely every tool at their disposal to convince you to make purchases which means using every sense you have, including your subconscious, to make you stay in the store longer and buy things. One fascinating example of this technique is described in a blog about sales methods that describe how real estate agents will use freshly baked goods to improve the impression a buyer might form about a home.引你走进卖场血拼的,并不仅仅是精美的商品包装和商标设计。现在精明的商家会想方设法提高顾客的购买欲,调动消费者包括潜意识在内的各项感官体验,尽可能延长消费者在店里停留的时间来促进消费。关于这一销售技巧,一篇客曾介绍过一个生动的案例,一家房地产商用新鲜出炉的蛋糕为其楼盘做宣传,通过这种方式让客户在他们的房子里感受到家的温暖。Some retail stores are actually scenting their display racks to smell like citrus and flowers because research suggests those scents will wake you up and encourage you to stroll around the store longer and make more purchases. Further, marketers are also using your sense of sight by creating signs in colors meant to make you feel a certain way. For example, a sign in red might convince you to take part in a sale because of the sense of urgency conveyed by the color red. Retailers even try to make you feel comfortable and willing to negotiate by making the environment more comfortable.一些店主会给商品喷些带有花香或者柑橘味的香水。有研究表明这些香气能够愉悦人的神经,使人振奋起来,从而留住客人的脚步,让其购买更多商品。更有店铺利用特定颜色的标识来影响顾客的视觉感受,从而影响潜意识促进消费。例如红色能带给给人一种紧迫感,于是一些店铺就用红色的标识来刺激消费者的购买欲望。一些店家还会根据顾客心理营造一个舒适的购物环境,使得他们更乐意浏览商品,甚至有兴致和店主讨价还价。A car dealership might provide comfortable chairs that will reduce your enthusiasm for driving a hard bargain. Mega retailer Apple directs its employees to leave the notebooks slightly closed to encourage customers to touch and manipulate the computers. Adding touch to the shopping process adds another layer to the traditional shopping environment and increases the likelihood of a purchase. Further, stores also provide music designed to augment their sales efforts. It#39;s why you always hear slow music in supermarkets and up-tempo music in fast food restaurants. Music influences your behavior, just like the things you touch and see in a retail environment.再比如,汽车代理商在约见客户时也会营造一个轻松的氛围,一把柔软舒适的座椅就能让客户的心情放松下来,避免生硬激烈的价格谈判。大型零售商苹果(Apple)指导其员工将笔记本或者平板电脑轻合,方便顾客触摸和体验苹果产品的高性能。在购物过程中增加商品接触体验机会,也是促进顾客消费的妙法。还有些店铺会播放音乐来影响顾客消费,在大超市里我们总能听到舒缓的音乐,于是放慢脚步悠悠闲逛;而快餐店通常会播放快节奏歌曲,食客们便不知不觉加速用餐。和在商场里看到的,接触到的东西一样,音乐元素也会影响你的购买欲望。1.Advertisers Use Special Language to Make You Think You#39;re Getting a Deal1.转换说辞:口惠而实不至Finding a bargain or sale is exciting for any shopper no matter their socioeconomic status, but the sale you find at your local grocery store isn#39;t always an actual sale. Sometimes it#39;s just flowery language designed to make you think that buying in bulk will save you significant cash. The really sneaky part about these ;bargains; is that they don#39;t always save you money, and they encourage you to buy more to take advantage of that imaginary sale. For example, you might see a sale that says ;10 for ,; which makes you think it#39;s time to load the cart up with whatever#39;s on sale.无论社会经济状况如何,逢上降价或者大甩卖人们难免都想凑热闹,但有时候这些降价大清仓往往只是个障眼法,店家花言巧语说买到一定数量就可享受优惠价抑或参与换购之类,令消费者感到省钱划算。这些促销活动的真实意图就是打着虚无的幌子促进消费,而并非诚心替顾客省钱。比方说,有一场;十件十元;的促销活动,你就会认为这是个大好的买入机会,也不管促销品的成色如何,便放开手大肆采购。What the majority of shoppers don#39;t realize, however, is that you don#39;t actually have to buy 10 of an item to get them for each. If you look closely, the store will usually print the phrase, ;must buy 10″ if you actually need to buy the number suggested on the price tag. Retail stores use similar pricing tomfoolery by dropping the dollar sign on prices to make you think something doesn#39;t cost as much as it does. Research published by Cornell#39;s Center for Hospitality Research reveals price formatting impacts sales in restaurants.然而,大部分顾客都没有考虑过是否真的需要买这么多。若你要参与;十件十元;的活动,那么你仔细看价格标签就会发现,商家通常都会在上面注明;10份起售;。店家会跟顾客玩起无聊的定价游戏,他们刻意把货币符号标在价格牌上极不显眼的位置,让顾客觉得这件商品很实惠。康奈尔酒店研究中心(Cornell#39;s Center for Hospitality Research)发布的一项研究显示,酒店价格格式设计也会影响顾客消费。By using a number only to denote price rather than a number with a dollar sign, restaurants saw a significant jump in the amount of money customers spent. The style has been adopted by many high-end restaurants, and the typographical choice has been seen as a stylistic decision by many customers. However, the true reason for the modification is due to the subconscious decision by customers to spend more. It#39;s pretty incredible that such a small change would encourage increased spending by customers, but that#39;s just one of the reasons advertisers and marketers are so good at what they do.单用数字而不加美元这种货币单位来标识价格,则会大幅提高酒店的营业额。高级酒店多采用这种营销手法,而顾客往往将这些印刷上的小把戏误认为是这家酒店的风格。许多高档酒店作出调整的目的就是利用顾客潜意识层面的决定来提高消费。小小变动便能转换顾客的消费心理,真是不可思议。不过这只是精明商人们取得出色战绩的原因之一。Whether you want to admit it or not, you#39;re being manipulated by companies every time you look at an advertisement, listen to a commercial, or walk into a retail store. You#39;re even being influenced whenever you surf a website or scan a magazine. The advertising industry is smart because it bases its methods of scientific research and evidence. One professor from Harvard Business School says 95% of a buyer#39;s purchasing decision comes from the subconscious. So, it#39;s not just the artistry of the graphic designers, and the jingles thought up by songwriters that get you to buy more.不管承认与否,每次看到广告片、听到广告宣传或者进入商店,实际上你的心理已被商家所左右了,在网上逛购物网站、看杂志也不例外。现在的广告业有科学的研究和数据做基础,几乎无缝不钻。哈佛商学院(Harvard Business School)的一位教授称顾客95%的消费行为都是受潜意识驱使。因此,也并非真是休闲的购物环境或音乐影响你的行为,潜意识才是驱动你的最大因素。Advertisers use every sense you have, as well as your incredibly malleable subconscious to convince you to buy things, and they#39;re very successful at what they do. Even with the knowledge of how advertisers work their magic, it#39;s hard to resist being influenced by your subconscious. The next time you stroll through a grocery store, will the ambient music, special lighting, and product displays win you over?广告商们充分调动消费者的每一个感官,利用潜意识的可塑性,继而引导消费。这一点,他们干得太漂亮了。消费者即便了解这些营销战术,也难以避开潜意识的驱动。现在,知道了这些秘密手段,当你下次在商场闲逛的时候,那些曼妙的音乐、绚丽的灯光及精致的商品陈列还会勾起你的购物欲吗?审校:假微信 校对:落花生 Freya然 /201507/385227

It had been another long day for Eliza, a 41-year-old stay-at-home mother who lives in Los Angeles with her two sons. She had taken the boys, 10 and 13 at the time, to school, taken care of the house, and after putting them to bed, planned to relax in front of her computer.对41岁的全职妈妈伊丽莎(Eliza)来说,这又是漫长的一天。她和两个儿子住在洛杉矶。她把10岁和13岁的两个儿子送去学校,然后开始整理房间,晚上打发他们上床后,她打算在电脑前放松一会儿。At least that’s what she was hoping to do. Eliza opened her computer and started to search for a document, but based on previous searches, the term “child porn” appeared on the screen.至少,那是她的打算。伊丽莎打开电脑,开始寻找一份文件,但是基于以前的搜索,“儿童色情”这个词出现在屏幕上。“I went into a panic,” said Eliza, who was given anonymity to protect the identity of her children. Her mind started to race in a million different directions.“我吓了一跳,”伊丽莎说(为了保护孩子的身份隐私,她决定隐去姓氏)。各种念头涌进她的头脑。Two nights later, as they were going to bed, she asked the older son if he had searched for “child porn” and if so, why. “He said he was looking for porn made for children,” she told me. “He explained, embarrassed, that he just wanted to know what his body was supposed to look like at his age.”两天后,她在睡觉前问大儿子是否搜索了“儿童色情”,如果是的话,为什么要这样做。“他说自己在找给孩子看的色情片,”她说,“他尴尬地解释说,他只是想知道他这个年纪的身体应该是什么样子的。”Welcome to the new teenage years. Not long ago, boys and girls nearing that curious age might sneak a peek at Playboy or scour the underwear section of a J. C. Penney circular.欢迎来到新的青少年时代。不久前,男孩女孩们在这个好奇的年纪可能会偷看《》或者翻看杰西潘尼百货公司宣传单的内衣部分。Today, teenagers have easy access to a seemingly endless supply of pornography, including things that even many adults don’t want to see, such as mock sexual violence, misogynistic s and, in extreme cases, child pornography.如今,青少年很容易接触那些似乎无穷无尽的色情片,其中一些甚至连很多成年人都不想看,比如模拟性暴力和歧视女性的视频,极端的例子包括儿童色情片。“At first, I told my son the next time he wanted to look at things like this, to talk to me and we’d do it together,” Eliza said. “Yet as soon as the words left my mouth I realized, and said, ‘No, no, no, that would be a terrible idea.’ ”“一开始,我对儿子说下次他想看这种东西时,告诉我,我们一起看,”伊丽莎说,“但是话一出口我就觉得不对,连忙说,‘不,不,不,这个主意很糟糕。’”Parents I’ve spoken with who have young boys acknowledged that trying to stop them from seeing online pornography is all but impossible. One father, for example, said that he installed web filtering software on the home computer, only to learn that his son had watched a gross-out pornography clip at a friend’s house.我采访过一些有未成年儿子的父母们。他们承认,阻止孩子看网络色情片几乎是不可能的。比如,一位父亲说,他给家里的电脑安装了网络过滤软件,但是发现儿子在一个朋友家里看了一段令人作呕的色情片段。I spoke with researchers at the Crimes Against Children Research Center at the University of New Hampshire, who walked me through a number of long-term studies that the group has been conducting since 2000 on children’s exposure to pornography. In one paper, the group found that 42 percent of online users ages 10 to 17 had seen pornography, and that 66 percent of those had seen it unwittingly, often as display ads on file-sharing sites.我采访了新罕布什尔大学涉童罪行研究中心(Crimes Against Children Research Center)的研究员们。他们给我简要介绍了该机构从2000年起进行的一些关于儿童接触色情内容的长期研究。其中一项研究发现,在10至17岁的上网者中,有42%看过色情片,其中66%的人是在无意中看到的,通常是在文件共享网站的醒目广告中。Another study by the same university found that 93 percent of boys and 62 percent of girls were exposed to online pornography during their adolescence. You don’t need to be a scientific researcher to realize that’s a lot of exposure for children.这所大学的另一项研究发现,93%的男孩和62%的女孩在青春期看到过网络色情内容。即使不是科学研究者,你也能感觉到,对孩子们来说,这也有点太多了。For parents, this leaves two questions. First, is the pervasiveness of online pornography bad for today’s youth, potentially creating a society of sexual deviants? And second, what can parents do to help protect their children?对父母们来说,这引出了两个问题。第一,网络色情无处不在,这对如今的青少年有害吗?会导致这个社会充满性变态者吗?第二,父母们能做些什么来保护孩子?There is no definitive answer to the first question, although it is a running debate in the nation’s culture wars. For example, the 2013 movie “Don Jon,” which starred Joseph Gordon-Levitt as a man hooked on pornography, prompted a new round of anti-pornography commentary, including one from a sex therapist arguing that online pornography is severely corrupting today’s youth. “I see a sexual and relational train wreck happening,” the therapist said.第一个问题没有确切,不过它是美国文化论战中的一个长期论题。比如,在2013年的影片《唐璜》(Don Jon)中,约瑟夫·高登-李维(Joseph Gordon-Levitt)饰演一个痴迷色情片的人。该片引发了新一轮反色情,其中有一位性心理医生认为,网络色情正在严重侵蚀如今的青少年。“我看到很多人难以维持正常的性关系和亲密关系,”这位心理医生说。But other experts who monitor teenagers and sexuality say that there is plenty of evidence pointing in the opposite direction. Teenage pregnancy has dropped sharply in recent years; the number of sexual partners that teenagers have is down; and the number of ninth graders having sexual intercourse has fallen, to cite just three examples.但是其他观察青少年和性的专家说,有很多据表明情况正相反。先举三个例子:近些年,青少年怀案例急剧减少;青少年拥有性伴侣的人数减少了;发生性关系的九年级学生人数减少了。“If you just look at the indicators of sexual responsibility, you don’t see a generation of kids looking like they are off the rails,” said David Finkelhor, an author of several books on child abuse and a director of the Family Research Laboratory at the University of New Hampshire. But Dr. Finkelhor acknowledged that the long-term psychological effects of teenagers’ access to online pornography was still being determined.“如果只看和性责任相关的某些指数,你就不会觉得这一代孩子好像都误入歧途了,”大卫·芬克霍尔(David Finkelhor)说。他是新罕布什尔大学家庭研究实验室的一位主管,写过几本关于虐待儿童的书。但是芬克霍尔承认,青少年接触网络色情对心理的长期影响仍有待确定。Which leads to the second question. Dr. Finkelhor and other experts I spoke with said that today’s easy access to pornography, especially its violent and illegal forms, makes it imperative for parents to educate their children, not only about sex but specifically about online pornography, in all its flavors. And given how easy it is to find it online, it is important to inculcate them at an early age.这就引出了第二个问题。芬克霍尔以及我采访过的其他专家说,如今接触色情内容变得太过容易,特别是暴力和非法的色情内容,所以父母们必须得教育孩子,不只是关于性,还要特别就各种类型的网络色情对他们进行教育。考虑到现在很容易在网上找到色情内容,所以从很小就谆谆教诲很重要。Here’s the new reality: Thanks to the Internet, children will see things that children probably shouldn’t. Teenagers with active hormones will get together with their friends and, when parents are out of sight, seek out and explore dark and salacious imagery.新的现实情况就是这样的:因为有了互联网,孩子们会看到他们不该看到的东西。父母不在身边时,荷尔蒙分泌旺盛的青少年会和朋友们聚在一起,寻找阴暗淫荡的画面。So as uncomfortable and embarrassing as it may be for both parents and teenagers, part of raising a child today means explaining that, like Hollywood movies, pornography is often a fantasy that can take things to extremes.所以,虽然对父母和青少年来说,这让人难受、尴尬,但是如今养育孩子的部分责任是向他们说明,色情片就像好莱坞电影,往往是一种幻想,有时会比较极端。Also, children should be warned about the dark and dangerous material they may stumble across online. If parents don’t, that uncomfortable and embarrassing feeling could be replaced with something much worse.另外,应该警告孩子们,他们在网上会碰到一些阴暗危险的内容。不警告的话,倒是可以避免难受、尴尬的感觉,但取而代之的是更糟糕的情况。Take it from Eliza. The last thing you want to find on the home computer is a previous search for the term “child porn.”伊丽莎就是个例子。你在家庭电脑上最不想看到的就是历史搜素记录里有“儿童色情”的条目。 /201501/355265

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