多选的烦恼Word文档下载推荐.docx

多选的烦恼Word文档下载推荐.docx

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多选的烦恼@#@“多选”的烦恼@#@　　It’sanexperiencecommontomostPeaceCorpsvolunteersupontheirreturntotheUnitedStates.Afterhavingspentacoupleofyearsinremoteplaceswhereconsumerchoiceswerelimitedatbest,theygointoagrocerystoreintheU.S.tobuysomethingandendupstanding2）glassy-eyedintheaisles,paralyzedandoverwhelmedbyanoverloadofchoice.Facedwithanentireaislefulloftoothpasteoptions―onewhitening,onebrightening,andonewithextra3）fluorideand4）bakingsodaingredients―theireyes5）glazeoverandtheystare,unabletochooseorbuyanything.@#@　　@#@　　EvenwithoutthePeaceCorpsbackground,it’saconsumerexperienceIcanrelatetoverywell.MorethanonceI’vesetoutonashoppingmissionandrealized,aftertryingonthe12thpairofjeans,shorts,shoes,etc.thatIhavelostmyabilityto6）differentiateordecide.Mybrainhasgoneintodecision7）fatigue,andallIwanttodo―indeed,allIhavetheabilitytodo―isgohome.@#@　　@#@　　Apparently,Iamnotalone.InherrecentbookTheArtofChoosing,ColumbiaUniversitybusinessprofessorSheenaIyengarcitesnumerousresearchstudiesthatindicateaninverserelationshipbetweenchoiceandtheabilitytodecide.Inthelate1990s,forexample,sheandcolleaguesconductedanexperimentina8）high-endfoodstoreinCalifornia.Ondifferentdays,theysetupatastingtableofjam,offeringeachtastera9）couponforadollaroffiftheyboughtajar.Onsomedays,theresearchersofferedonlysixtypesofjam.Onothers,theyoffered24differentoptions.Whilethe24-jamdisplayattractedmoreattentionandinducedmorepeopletostopandlookatthejams,（60percentofincomingstorecustomersstoppedatthelargerdisplay,versus40percentatthesmallerdisplay）,theactualsalesgeneratedfromthedisplayswerequitealotgreateratthesmallerdisplay（30percentofthosewhostopped,versusthreepercentwiththelargerdisplay）.@#@　　@#@　　Iyengarpresentspsychologicalexplanationsforwhyweglazeoverattoomanychoices,includingthefactthatchoiceisacomplexprocessthatrequiresthatwea）knowwhatwewant,b）understandwhatmakesthechoicesdifferent,andc）canevaluatethe10）trade-offsinvolvedinchoiceAoverchoiceB.Processingthatforsixchoicesispossible.Doingallthosemental11）gymnasticsfor24optionsismorethanourbrainscanhandle.12）Ergo,wesimplywalkaway.Iyengarsaystheidealnumberofchoicesmosthumanscanprocesswellissomewherebetweenfiveandnine,sincethat’saboutthesamenumberofitemswecanhold13）concurrentlyinourshort-termmemory.@#@　　@#@　　Butwhatreally14）intriguesmearetheimplicationsofthisprocessand15）dynamicforareasoflifebeyondtangibleconsumerproducts.InarecentarticlecalledCanThereEverBeTooManyFlowersBlooming?

@#@SwarthmoreprofessorBarrySchwartznotedthatthissamephenomenoncanalsobeseenin“16）speeddating”experiments（wheresubjectsaregiventhreeorfiveminutesto“interview”apotentialdateinagroupsettingbeforemovingontothenextperson）.Inoneexperiment,researchersfoundthatmore“matches”weremadeifsubjectshadeightpotentialpartnerstochoosefromthaniftheyhad20.@#@　　@#@　　Soapparently,havingtoomanychoicesleavesusunabletocommittoanygivenone―intoothpaste,romanticpartners,oreven17）401kinvestmentplans.（Consequently,manybrokershavelearnedtoorganizeclientchoicesintodescendinglayersofpreferences:

@#@Whichofthesethree?

@#@Whichofthesenextthree?

@#@Andfinally,whichofthesethree?

@#@）@#@　　@#@　　Butevenmore18）disconcertingaretheimplicationsofthisphenomenonfortheinformationindustry.I’vealreadynoticeditinmyself,andinfriendswhonotethattheycan’tprocessalltheWebsitesand19）bloggersandcablenewsandopinionsoutthereanymore.Facedwithtoomanychoices,theyjuststopreading,orreverttothesportspage.Atfirst,it’sdelightfultohaveallthatvariety.Buttoomuchinformationfromtoomanysourcescanbeliketoomanykindsofjam.@#@　　@#@　　Ononelevel,itmakesmewonderaboutthewhole“pageview”businessmodel,whichisdrivinga“moreismore”approachtowebsitecontentandtheonlinepublicationindustryingeneralatthemoment.Whatifreadersarelikethejam-displaygrocerystorecustomers―drawntolookatallthosepagesofinformationoptions,buttoooverwhelmedtobuyanythingafterward?

@#@Iftheyare,thenperhapspageviewsarea20）counterproductive21）metric.It’scertainlypossible.@#@　　@#@　　Ifwe’resufferingfrominformationoverload,isthereasolution?

@#@Notaneasyone,certainly.ButProfessorSchwartznotesthat22）aplethoraofchoicesmakespeoplemorerelianton23）filters―sourcesormechanismsthat24）siftthroughthepiletocomeupwithasmallernumberofoptionsforusto25）contemplate.Soperhaps,ashappenedintheearlydaysofthecabletelevisionindustry,therushof