1/132 0.15-0.81 jd 一九九八年,08-31 19:00:08-08-31 19:00:091998
2/132 1.17-3.51 xss 以色列海法市的一家普通的幼儿园里,08-31 18:55:08-08-31 18:55:45In a typical kindergarten in Haifa, Israel,
3/132 3.81-7.77 de 上演了一个后来被无数成功企业和品牌借鉴的心理学实验。08-31 18:55:09-08-31 18:55:58It staged a later-copied psychological experiment that was widely adopted by countless successful companies and brands.
4/132 8.25-8.91 n 故事很简单,08-31 18:55:09-08-31 18:55:10The story is simple.
5/132 9.39-10.71 jd 幼儿园每天六点放学,08-31 18:55:10-08-31 18:55:12The kindergarten releases at 6 pm every day.
6/132 11.07-12.57 n 但家长接孩子经常迟到,08-31 18:55:11-08-31 18:55:13But parents often make it difficult for their children to arrive on time.
7/132 12.99-13.95 aaa 老师只能留下来,08-31 18:55:12-08-31 18:55:13The teacher can only stay.
8/132 14.19-16.35 de 等到最后工作时长被动增加。08-31 18:55:12-08-31 18:55:38Eventually, the working hours will be increased passively.
9/132 16.83-17.07 jd 于是,08-31 18:55:13-08-31 18:55:14So,
10/132 17.19-18.33 bg 幼儿园为了减少迟到,08-31 18:55:14-08-31 18:55:38To reduce tardiness,
11/132 18.63-20.25 aaa 决定推出一个制度规定,08-31 18:55:14-08-31 18:55:16Decide to introduce a system that stipulates,
12/132 20.43-22.71 hp 迟到超过一定时间就罚款二十元,08-31 18:55:15-08-31 18:55:20If you are late by a certain amount of time, you will be fined 20 yuan.
13/132 23.07-24.93 n 认为这样迟到的人应该变少,08-31 18:55:16-08-31 18:55:18I think there should be fewer people who are late.
14/132 25.41-26.67 n 结果罚款之后的一周,08-31 18:55:16-08-31 18:55:18After the penalty,
15/132 27.15-29.07 jd 迟到的人居然增加更多了,08-31 18:55:17-08-31 18:55:18More and more people are late,
16/132 29.25-30.58 aaa 甚至增加到了两倍。08-31 18:55:18-08-31 18:55:19It has even doubled.
17/132 31.12-32.86 n 即使学校紧急把制度取消,08-31 18:55:18-08-31 18:55:20Even if the school urgently cancels the policy,
18/132 33.22-34.24 n 迟到率也没有恢复。08-31 18:55:19-08-31 18:55:21The tardiness rate has not recovered.
19/132 34.78-35.5 jd 为什么会这样?08-31 18:55:20-08-31 18:55:21Why is this the case?
20/132 35.8-38.02 aaa 经济学家尤里格尼兹在研究这个现象后,08-31 18:55:20-08-31 18:55:23After studying this phenomenon, economist Yuri Gneznitsy.
21/132 38.14-38.32 hp 发现,08-31 18:55:21-08-31 18:55:23Discovery,
22/132 38.62-40.0 n 家长不是不在乎钱,08-31 18:55:22-08-31 18:55:23Parents don't care about money.
23/132 40.18-41.2 jd 是在没罚款钱。08-31 18:55:23-08-31 18:55:24There is no money to pay the fine.
24/132 41.56-42.76 n 家长们脑子里想的是,08-31 18:55:24-08-31 18:55:25Parents are thinking about,
25/132 43.12-44.68 aaa 老师为了我多等半小时,08-31 18:55:24-08-31 18:55:26The teacher waited for me an extra half hour.
26/132 44.92-45.64 hp 我挺不好意思。08-31 18:55:25-08-31 18:55:28I'm a little embarrassed.
27/132 46.0-47.02 n 这是一个人情问题,08-31 18:55:26-08-31 18:55:27This is a human problem.
28/132 47.32-47.86 jd 无法偿还,08-31 18:55:26-08-31 18:55:27Unable to repay,
29/132 48.04-48.88 n 只能下次注意。08-31 18:55:27-08-31 18:55:28Just be careful next time.
30/132 49.12-49.84 aaa 但罚款之后,08-31 18:55:28-08-31 18:55:29After the fine,
31/132 50.02-51.88 n 他的心态就变成了我交钱了,08-31 18:55:28-08-31 18:55:30His mindset was that he had paid, so...
32/132 52.18-53.56 jd 那就再不欠老师什么。08-31 18:55:29-08-31 18:55:31Then I don't owe anything to the teacher.
33/132 53.8-54.16 hp 这时候,08-31 18:55:30-08-31 18:55:32At this time,
34/132 54.28-57.94 n 道德框架已经被替换掉了也不会因为变化再变回来,08-31 18:55:30-08-31 18:55:34The moral framework has been replaced and will not revert back to its original state, even if it changes.
35/132 58.12-60.35 aaa 而学校和老师也并不是想要这个钱。08-31 18:55:31-08-31 18:55:35And the schools and teachers are not trying to get this money.
36/132 60.68-60.98 n 这时,08-31 18:55:32-08-31 18:55:33At this time,
37/132 61.58-63.2 jd 直到从一件让人内疚的事,08-31 18:55:32-08-31 18:55:34Until from a thing that makes me feel guilty,
38/132 63.5-65.48 hp 变成了一项可以付费购买的服务。08-31 18:55:33-08-31 18:55:36Has become a paid service.
39/132 65.98-66.16 n 后来,08-31 18:55:34-08-31 18:55:34Later,
40/132 66.28-70.48 jd 尤里格尼兹把类似现象叫做激力驱逐一个外部激励出现以后,08-31 18:55:35-08-31 18:55:37Yuri Genis called this phenomenon "the expulsion of external motivation."
41/132 70.66-73.0 n 可能会改变人原本做一件事情的理由。08-31 18:55:35-08-31 18:55:39It can change the reason why a person does something.
42/132 73.46-76.46 n 更精确的说法来自心理学中的过度辩护效应。08-31 18:55:36-08-31 18:55:39The more precise wording comes from the overjustification effect in psychology.
43/132 76.79-79.67 aaa 意思是当一个人已经有了内在动力去做某件事,08-31 18:55:37-08-31 18:55:39Meaning: When a person already has the internal motivation to do something,
44/132 80.06-81.62 hp 你再给他加上一个外部奖励,08-31 18:55:37-08-31 18:55:40If you add another external reward,
45/132 82.02-83.25 jd 他反而会做的更少。08-31 18:55:38-08-31 18:55:39He will do less.
46/132 83.83-86.47 bg 因为外部奖励过度解释了他做这件事的理由,08-31 18:55:39-08-31 18:56:26Because the external reward over-explained his reasons for doing this,
47/132 86.89-89.53 de 让他觉得自己完全是为了那个奖励在做,08-31 18:55:39-08-31 18:56:16Make him feel that he is doing it entirely for the reward.
48/132 89.98-91.51 n 而不是因为他自己真的想做。08-31 18:55:40-08-31 18:55:41Not because he really wanted to do it.
49/132 92.01-94.23 aaa 这里有一个非常违反直觉的逻辑。08-31 18:55:41-08-31 18:55:42Here is a very counterintuitive logic.
50/132 94.73-96.65 jd 我们通常认为基励是叠加的,08-31 18:55:41-08-31 18:55:43We usually think that the ground state is a superposition.
51/132 97.05-97.65 n 有内在动力,08-31 18:55:42-08-31 18:55:43Have inner motivation,
52/132 97.89-100.58 hp 再加上外部奖励应该做的更多才对。08-31 18:55:43-08-31 18:55:46There should be more external rewards to do.
53/132 101.03-101.57 n 但实际上,08-31 18:55:43-08-31 18:55:44Actually,
54/132 101.63-103.85 aaa 外部奖励不是叠加到内在动力上面,08-31 18:55:44-08-31 18:55:45External rewards are not added to intrinsic motivation.
55/132 104.19-105.54 n 而是替换掉内在动力,08-31 18:55:45-08-31 18:55:46Instead, replace intrinsic motivation.
56/132 105.88-106.96 hp 两种力量不能共存。08-31 19:00:46-08-31 19:00:48Two forces cannot coexist.
57/132 107.36-108.92 jd 因为他们回答的是同一个问题,08-31 18:55:46-08-31 18:55:47Because they all answered the same question,
58/132 109.31-110.39 n 我为什么做这件事?08-31 18:55:47-08-31 18:55:48Why am I doing this?
59/132 110.85-116.97 xss 内在动力的答案是因为我在乎外部激励的答案是因为有钱大脑倾向于采用最简单的解释。08-31 18:55:47-08-31 18:57:05The answer lies within, because I care about the external motivation. The reason is that money tends to adopt the simplest explanation.
60/132 117.55-119.17 aaa 两个答案同时存在的时候,08-31 18:55:48-08-31 18:55:49When two answers exist simultaneously,
61/132 119.62-124.36 n 因为有钱拿这个解释会把因为我在乎这个解释悄悄挤走这件事,08-31 18:55:49-08-31 18:55:52Because having money can make this explanation quietly push away the fact that I care about it.
62/132 124.54-125.26 hp 放进商业里,08-31 18:55:49-08-31 18:55:51Get into business,
63/132 125.65-129.96 jd 几乎可以解释今天大量品牌为什么越做营销品牌感就越弱。08-31 18:55:50-08-31 18:55:52Almost all brands today can be explained by the increasing weakening of brand awareness.
64/132 130.46-132.38 n 我们交谈过的很多老板或者销售,08-31 18:55:51-08-31 18:55:53Many of the bosses or salespeople we have talked to,
65/132 132.85-135.97 aaa 大多数人从来指盯着结果电商品牌尤其明显,08-31 18:55:51-08-31 18:55:53Most people are focused on the results of products, especially in electronics.
66/132 136.33-139.09 hp 大家天天盯着 g m v r o i 有没有上涨,08-31 18:55:52-08-31 18:55:58Everyone is constantly watching the prices of g m v r o i, wondering if they will rise.
67/132 139.49-140.69 n 销售部门业绩有没有提升?08-31 18:55:53-08-31 18:55:54Has the sales department's performance improved?
68/132 140.93-143.21 jd 而这些指标又直接和绩效强绑定,08-31 18:55:54-08-31 18:55:55And these indicators are directly linked to performance.
69/132 143.53-146.68 n 这就导致销售人员为了冲业绩动作全部变形。08-31 18:55:54-08-31 18:55:58This leads to salespeople completely changing their behavior in order to achieve sales targets.
70/132 147.22-152.1 aaa 所以品牌真正该盯的其实更应该是品牌给他的消费行为。08-31 18:55:55-08-31 18:55:58Therefore, what a brand should really focus on is the consumer behavior that it brings.
71/132 152.43-155.25 n 这决定了消费者怎么解释自己的购买行为。08-31 18:55:56-08-31 18:55:58This determines how consumers interpret their purchasing behavior.
72/132 155.71-156.43 jd 比如重样,08-31 18:55:56-08-31 18:55:57For example, the same.
73/132 156.55-157.09 jd 买一杯咖啡,08-31 18:55:58-08-31 18:55:59Buy a cup of coffee,
74/132 157.45-158.47 aaa 有人是因为便宜。08-31 18:55:59-08-31 18:56:00Some are because of the price.
75/132 158.91-161.85 n 有人觉得这个品牌代表着自己的身份和生活方式,08-31 18:55:59-08-31 18:56:02Some people feel that this brand represents their identity and lifestyle.
76/132 162.35-163.85 hp 即使财务上都是三十块钱,08-31 18:56:00-08-31 18:56:03Even if it's only thirty dollars,
77/132 164.21-166.09 n 但能存下的品牌资产完全不同。08-31 18:56:01-08-31 18:56:03But the brands that can be saved are completely different.
78/132 166.55-168.409 de 因为消费者脑子里的购买理由不同,08-31 18:56:01-08-31 18:56:33Because consumers have different reasons for buying,
79/132 168.69-173.1 jd 这也是为什么大部分品牌一旦涨价就卖不出去甚至被骂的原因。08-31 18:56:02-08-31 18:56:05This is also why most brands lose sales or are even criticized once they raise prices.
80/132 173.52-176.55 aaa 每一次营销打折都是你在训练消费者,08-31 18:56:03-08-31 18:56:04Every time you offer a discount, you are training consumers.
81/132 177.0-178.2 n 下一次你不便宜了,08-31 18:56:03-08-31 18:56:05You'll pay for this,
82/132 178.52-179.03 n 他就不买了。08-31 18:56:04-08-31 18:56:05He didn't buy it.
83/132 179.42-179.96 hp 等有一天,08-31 18:56:05-08-31 18:56:06One day,
84/132 180.2-181.28 aaa 品牌想回归原价,08-31 18:56:05-08-31 18:56:07Brand wants to return to the original price.
85/132 181.84-183.22 jd 发现消费者突然不买了,08-31 18:56:06-08-31 18:56:07Discover that consumers suddenly stopped buying.
86/132 183.62-187.18 n 老板就开始骂现在的消费者怎么一点忠诚度都没有。08-31 18:56:06-08-31 18:56:10The boss started to scold the current consumers for having no loyalty.
87/132 187.52-189.89 n 所以其实很多消费者不是被惯坏的,08-31 18:56:07-08-31 18:56:10So, in fact, many consumers are not being spoiled.
88/132 190.19-192.23 hp 是品牌你自己训练出来的。08-31 18:56:08-08-31 18:56:11It's a brand that you train yourself.
89/132 192.62-193.22 aaa 买你和爱,08-31 18:56:08-08-31 18:56:09Buy you and love,
90/132 193.34-195.61 jd 你一定是两种截然不同的品牌。08-31 18:56:09-08-31 18:56:11You must be two completely different brands.
91/132 195.73-197.97 n 关系判断这两种关系的方法特别简单,08-31 19:01:11-08-31 19:01:13The method for determining these relationships is very simple.
92/132 198.35-199.91 aaa 当你把优惠都拿掉时,08-31 18:56:10-08-31 18:56:12When you remove all the discounts,
93/132 200.32-201.46 n 还有多少人愿意回来?08-31 18:56:11-08-31 18:56:14How many people are willing to come back?
94/132 201.83-205.49 n 如果复购依旧存在品牌的长期关系才真正成立。08-31 18:56:12-08-31 18:56:16If repurchase still exists, then a long-term relationship between brands and customers is truly established.
95/132 205.88-213.37 jd 所以我一直觉得很多老板最大的错觉就是把消费者对促销机制的忠诚当成了对品牌的忠诚。08-31 18:56:12-08-31 18:56:16I always feel that the biggest mistake of many bosses is to mistake consumers' loyalty to promotional mechanisms as loyalty to the brand.
96/132 213.68-214.4 hp 而过度营销,08-31 18:56:13-08-31 18:56:15And excessive marketing,
97/132 214.58-217.95 aaa 真正透支的是品牌未来的解释权以及定价权。08-31 18:56:14-08-31 18:56:16The real overdraft is the brand's future explanation and pricing power.
98/132 218.41-223.69 n 一次大促没什么真正危险的是消费者逐渐完成了一次归因迁移。08-31 18:56:14-08-31 18:56:18There is no real danger in a big sale, as consumers gradually complete an attribution shift.
99/132 224.21-226.25 hp 最开始可能是觉得这个产品挺好,08-31 18:56:16-08-31 18:56:20Initially, I thought the product was pretty good.
100/132 226.67-228.11 aaa 后来因为一次次的活动,08-31 18:56:17-08-31 18:56:18Later, due to a series of activities,
101/132 228.49-229.86 jd 最后就会变成没活动。08-31 18:56:17-08-31 18:56:19Eventually, it will become inactive.
102/132 229.98-231.47 n 我为什么买没了活动?08-31 18:56:18-08-31 18:56:20Why did I lose the "Buy It All" event?
103/132 231.83-232.73 de 营销部门又会发现,08-31 18:56:19-08-31 18:56:41The marketing department will also find out,
104/132 232.85-233.75 n 自然转化越来越差,08-31 18:56:19-08-31 18:56:21The natural conversion is getting worse.
105/132 234.27-235.41 aaa 只能做更大的活动,08-31 18:56:20-08-31 18:56:21Only do bigger activities,
106/132 235.65-236.55 jd 更猛的头流。08-31 18:56:21-08-31 18:56:22More intense head flow.
107/132 237.06-238.919 hp 数据表面像是被救回来了,08-31 18:56:21-08-31 18:56:25The data appears to have been recovered.
108/132 239.27-243.35 n 但消费者对品牌的购买理由就会形成出奇统一的负向飞轮。08-31 18:56:22-08-31 18:56:26However, consumers will form an unexpectedly unified negative feedback loop regarding the reasons for purchasing a brand.
109/132 243.69-246.21 n 每个人表面上都完成了自己的指标。08-31 18:56:23-08-31 18:56:25Everyone has achieved their own goals.
110/132 246.62-249.14 aaa 最后没人对品牌到底有没有变好负责。08-31 18:56:23-08-31 18:56:26No one is ultimately responsible for whether a brand has improved or not.
111/132 249.64-249.88 jd 所以,08-31 18:56:24-08-31 18:56:25So,
112/132 250.46-254.36 hp 品牌战略它最终不是简单找到一个什么怕上火的差异化卖点,08-31 18:56:25-08-31 18:56:30Brand strategy is not simply about finding a unique selling point that avoids being too aggressive.
113/132 254.75-256.19 jd 或者爱干净的功能定位,08-31 18:56:26-08-31 18:56:27Or the function of being clean.
114/132 256.63-258.46 n 而是给到消费者能长期选择。08-31 18:56:27-08-31 18:56:28Instead, provide consumers with long-term choices.
115/132 258.58-258.639 aaa 你,08-31 18:56:27-08-31 18:56:28You,
116/132 259.01-260.39 bg 推荐你捍卫你的理由。08-31 18:56:28-08-31 18:56:59Recommend you to defend your reasons.
117/132 260.78-263.9 n 强势的品牌都在努力把品牌战略夯实,08-31 18:56:29-08-31 18:56:31Strong brands are working hard to solidify their brand strategy.
118/132 264.41-266.33 jd 让产品成为战略的翻译官,08-31 18:56:29-08-31 18:56:31Make products the translators of strategy,
119/132 266.82-268.62 aaa 让视觉成为战略的钩子,08-31 18:56:30-08-31 18:56:31Make vision a strategic hook,
120/132 269.0-272.7 n 让购买行为从商品选择变成某种自我确认。08-31 18:56:31-08-31 18:56:33Turn purchasing behavior into a form of self-affirmation.
121/132 273.18-277.71 hp 这时的你就几乎不用再靠参与大促和叫卖式直播来卖货,08-31 18:56:31-08-31 18:56:37At this point, you hardly need to rely on participating in promotions and sales-oriented live broadcasts anymore.
122/132 278.31-279.81 n 但并不是说打折不好,08-31 18:56:32-08-31 18:56:34But it doesn't mean that discounts are bad.
123/132 280.28-282.74 jd 而是你给他的打折理由到底是什么?08-31 18:56:33-08-31 18:56:35What are the actual reasons for the discount you gave him?
124/132 283.06-284.83 aaa 他的心理账户是否在被你替换?08-31 18:56:33-08-31 18:56:35Is your psychological account being replaced by yours?
125/132 285.34-287.56 n 一旦品牌进入消费者的自我叙事,08-31 18:56:34-08-31 18:56:37Once a brand enters the consumer's self-narrative,
126/132 287.86-289.78 de 你才真正开始拥有品牌资产。08-31 18:56:35-08-31 18:57:08You are truly starting to own your brand assets.
127/132 290.28-293.01 n 有一天他的答案变成我没什么对比的,08-31 18:56:35-08-31 18:56:38One day, his answer became "I have no comparison."
128/132 293.19-295.78 jd 就认这个品牌你才算是真正拥有品牌。08-31 18:56:36-08-31 18:56:38Only by recognizing this brand can you truly own the brand.
129/132 296.21-297.11 aaa 这里是你的品牌,08-31 18:56:37-08-31 18:56:38Here is your brand,
130/132 297.23-297.89 n 军师卡皮,08-31 18:56:38-08-31 18:56:39General Carpi,
131/132 298.19-298.91 hp 你是什么品牌?08-31 18:56:38-08-31 18:56:41What brand are you?
132/132 299.15-299.99 aaa 评论区聊聊。08-31 18:56:39-08-31 18:56:41Comment section, let's discuss.