金钱心理隐喻来袭时！.PDFVIP

新东方《考研英语历年真题详解及复习指南》同源泛读 『人们习惯于用隐喻的方式，以简单概念为基础去理 解一个复杂的概念。在纷繁的世界中，这不失为一 种勉强过关的有效方式。但用这种思维来处理财政 问题，就会使我们误入歧途。』 Psychology of Money ：When Metaphors Attack! 金钱心理：隐喻来袭时 ！ June 16th 2011 | from Time Not too long ago, two University of Toronto professors, Chen-Bo Zhong and Geoff Leonardelli, conducted a study in which some participants were asked to recall a time they’d been socially excluded, while others were asked to remember a time they were welcomed. When later asked to estimate the temperature of the room they were in, those who’d recalled being ostracized thought it was significantly cooler. So, apparently, we take the phrase “cold and lonely” quite literally. In a second study, Zhong and Leonardelli had subjects play a computerized ball-tossing game, ostensibly with other participants. But the game was rigged so that some subjects were “thrown” the ball repeatedly while others were ignored. When later asked to fill out a marketing survey, those ignored in the game rated warm food and beverages (coffee, soup) as more desirable than cold or neutral items (Coke, crackers). Yes: we really feel cold when we’re lonely, so we seek out warmer snacks. Studies like these show that humans are wired to think in metaphors. The only way we can understand complex concepts is to ground them in simpler ones. Do you see what we mean? We bet you do, since we purposely didn’t ask if you understand what we mean. That’s because “understanding” is complex, while “seeing” is simpler. For similar reasons, people refer to appealing notions as “bright” ideas, because seeing is easier when illumination is greater. This tendency to g