宜家效应：为什么你亲手做的东西更值钱？
字幕摘录
| 时间 | 英文 | 中文 |
|---|---|---|
| 0:00 | Hello and welcome back to Pete's Behavioral Insights and Theories aka Pete's Bits. | 你好 欢迎回到皮特的"行为洞察力"和"彼得的比特" |
| 0:04 | Today we're talking about | 今天我们讨论的是 |
| 0:07 | the IKEA effect. | 宜家效应. |
| 0:11 | So IKEA is kind of an interesting store, right? | 所以宜家是个有趣的店 对吧? |
| 0:13 | It's the most successful furniture store in the entire world. | 这是全世界最成功的家具店. |
| 0:16 | I'm sure most of you watching this video have been to IKEA at least once in your life before. | 我敢肯定,你们大多数观看这段视频 在你们之前的一生中,至少去过宜家一次。 |
| 0:20 | They have | 他们有 |
| 0:22 | 313 stores across 38 different countries and yet their entire business model | 遍布38个不同国家的313家商店及其整个商业模式 |
| 0:27 | revolves around you, the customer, having to do half the work for them. | 围绕你,顾客, 不得不做一半的工作给他们。 |
| 0:32 | Now when it comes to explaining the success of IKEA, traditional explanations might look to the flat packing of the furniture and how flat packing | 现在,在解释宜家的成功时,传统解释可能着眼于家具的平面包装和如何平面包装。 |
展开字幕全文（144 条）
| 序号 | 英文 | 中文 |
|---|---|---|
| 1 | Hello and welcome back to Pete's Behavioral Insights and Theories aka Pete's Bits. | 你好 欢迎回到皮特的"行为洞察力"和"彼得的比特" |
| 2 | Today we're talking about | 今天我们讨论的是 |
| 3 | the IKEA effect. | 宜家效应. |
| 4 | So IKEA is kind of an interesting store, right? | 所以宜家是个有趣的店 对吧? |
| 5 | It's the most successful furniture store in the entire world. | 这是全世界最成功的家具店. |
| 6 | I'm sure most of you watching this video have been to IKEA at least once in your life before. | 我敢肯定,你们大多数观看这段视频 在你们之前的一生中,至少去过宜家一次。 |
| 7 | They have | 他们有 |
| 8 | 313 stores across 38 different countries and yet their entire business model | 遍布38个不同国家的313家商店及其整个商业模式 |
| 9 | revolves around you, the customer, having to do half the work for them. | 围绕你,顾客, 不得不做一半的工作给他们。 |
| 10 | Now when it comes to explaining the success of IKEA, traditional explanations might look to the flat packing of the furniture and how flat packing | 现在,在解释宜家的成功时,传统解释可能着眼于家具的平面包装和如何平面包装。 |
| 11 | the furniture saves on transportation costs and also saves them the cost of assembly of the furniture. | 家具节省了运输费用,也节省了家具的组装费用。 |
| 12 | And I'm sure those things are actually partially responsible for the success of IKEA. | 我敢肯定,这些东西 实际上是部分责任 宜家的成功。 |
| 13 | However, there's another aspect of IKEA that creates enormous value for the customer and this value is created | 然而,宜家的另一个方面为客户创造巨大的价值,这个价值被创造出来. |
| 14 | psychologically. | 从心理上讲 |
| 15 | And the idea is that labor leads to love. | 而这个想法是劳动导致爱情. |
| 16 | When we put work in to create a product, | 当我们把工作 创建产品, |
| 17 | we actually love the product more. | 我们其实更爱产品。 |
| 18 | This is how Daniel Mochon, one of the original researchers on the IKEA effect, | Daniel Mochoon, 关于宜家效应的最初研究者之一, |
| 19 | describes the phenomenon. | 描述这种现象。 |
| 20 | Imagine that you built a table. | 想象一下你造了一张桌子 |
| 21 | Maybe it came out a little bit crooked. | 也许它有点弯曲。 |
| 22 | Probably your wife or your neighbor would see it for what it is, you know, probably a shoddy piece of workmanship. | 可能你的妻子或邻居会看到它是什么, 你知道,可能是一个肮脏的工作技巧。 |
| 23 | But to you that table might seem really great | 但对你来说,那张桌子可能真的很棒 |
| 24 | because you're the one who created it. | 因为你是创造它的人。 |
| 25 | It is the fruit of your labor and that is really the idea behind the IKEA effect. | 这是你劳动的成果 这才是宜家效应背后的想法 |
| 26 | Now this actually relates to an old story about cake mix. | 这其实与一个老故事有关 蛋糕混合。 |
| 27 | When General Mills was releasing their latest Betty Crocker instant cake mix, | 当米尔斯将军发布 他们最新的贝蒂·克罗克即时蛋糕组合, |
| 28 | the sales numbers weren't very good. | 销量不好 |
| 29 | The cake mix worked in a way that you just had to add | 蛋糕配方的工作方式 你只需要添加 |
| 30 | powder and water | 火药和水 |
| 31 | to a tin, mix it together and then bake it and voila, you had a delicious cake that came out of the oven. | 将它混合在一起 然后烤它和Voila, 你有一个美味的蛋糕 从烤箱里出来。 |
| 32 | But when the cake mix hit the shelves, the sales numbers were dismal. | 但当蛋糕混合剂击中货架时,销售数字十分暗淡. |
| 33 | Now for a while, General Mills couldn't figure out why the cake mix wasn't selling well. | 现在有段时间,米尔斯将军无法理解 蛋糕配方为什么卖得不好 |
| 34 | They thought maybe it was the taste or the texture at first, | 他们认为可能是味道或纹理 一开始, |
| 35 | but then they capped upon what they called the egg theory, which was if you removed the egg and the milk from the powder, | 但后来他们发现了所谓的蛋理论 如果你把蛋和牛奶从粉末中移除 |
| 36 | then now people had to apply a little bit more effort when constructing the cake. | 现在人们在建造蛋糕时 需要付出更多的努力 |
| 37 | They had to add the egg and the milk themselves. | 他们不得不自己加鸡蛋和牛奶。 |
| 38 | And what they realized was that an instant cake mix that was too easy was actually incredibly | 他们意识到,一个即时蛋糕组合 太容易,实际上令人难以置信。 |
| 39 | unsatisfying for people to cook with. | 令诸众生不乐作饭食. |
| 40 | A cake mix that was just powder and water couldn't really be claimed as one's own cake. | 一种只是粉末和水的蛋糕配料 并不能被当做自己的蛋糕 |
| 41 | However, when you add a little bit of milk and your own egg, | 但是,当你加一点点牛奶和你的鸡蛋, |
| 42 | now we can claim that this cake is our own and we can happily serve it to our guests. | 现在我们可以宣称这个蛋糕是属于我们的 我们可以很乐意地为客人服务 |
| 43 | Do you want a fresh egg cake or a cake made with dried eggs? | 你想要一个新鲜的鸡蛋蛋糕 还是用干鸡蛋做的蛋糕? |
| 44 | For higher, lighter, tastier cake, why fresh eggs, of course. | 对于更高,更轻,更味的蛋糕, 为什么新鲜的鸡蛋,当然。 |
| 45 | But remember all cake mixes are not alike. | 但记住所有的蛋糕配料都不一样 |
| 46 | Betty Crocker cake mixes are different. | 贝蒂·克罗克蛋糕的配料不同. |
| 47 | They call for your eggs added by you at home. | 他们叫你在家里给你加鸡蛋 |
| 48 | It's the only national cake mix brand that lets you add the eggs. | 这是唯一一个允许你加入鸡蛋的全国性蛋糕混合品牌. |
| 49 | So once General Mills removed the egg and the milk from the powder, | 所以一旦米尔斯将军把鸡蛋和牛奶从粉末中移除 |
| 50 | suddenly Betty Crocker cake mix was selling exceptionally well. | 突然贝蒂·克罗克蛋糕的配料卖得特别好 |
| 51 | So this idea of labor leading to love was first investigated by Michael Norton, Daniel Moshon, and Dan Ariely. | 因此,这种引领爱情的劳动观念首先被迈克尔·诺顿,丹尼尔·莫松和丹·艾丽莉调查. |
| 52 | And the experiment involved getting people to build origamis. | 实验涉及让人们造折纸。 |
| 53 | So they had two groups, the builders and the non-builders. | 所以他们有两个组, 建筑者和非建筑者。 |
| 54 | The builders were given some origami paper, some instructions, and they were told to make a beautiful crane. | 建造者得到了一些折纸,一些指示,并被告知要制作一个美丽的吊车. |
| 55 | Now these people were amateur origami builders, and the cranes that they made didn't look that great. | 现在这些人是业余的折纸制造者, 他们制造的起重机看起来并不那么伟大。 |
| 56 | But nevertheless, when they'd finished their amateur cranes, the researchers asked the participants, | 然而,当他们完成了业余起重机, 研究人员问参与者, |
| 57 | how much would you bid to keep your own crane? | 你会出多少钱 保留自己的起重机? |
| 58 | But there was another group that was also bidding on the cranes, and that was the non-builders, the people who didn't actually build the origamis themselves. | 但是还有另一个团体 也在对起重机进行招标, 那就是非建造者, 那些实际上没有自己建造折纸机的人。 |
| 59 | And what the results showed was that people who built the origamis were willing to pay a lot more money | 结果显示 造折纸的人愿意付更多钱 |
| 60 | to keep those origamis than those people who didn't build the origamis at all. | 让那些折纸比那些 根本没造折纸的人还好 |
| 61 | And what's even more interesting was that they also asked the non-builders to see how much they'd be willing to pay | 更有趣的是,他们也要求非建筑商 看他们愿意付多少钱 |
| 62 | for expertly created origamis. | 为专家创作的折纸。 |
| 63 | And what their results showed was that non-builders were willing to pay a lot more for expertly created origamis, | 他们的结果显示,非建筑师愿意为专家创造的折纸花更多钱, |
| 64 | even more than what the builders were willing to pay for their own origamis. | 比建筑商愿意为自己的折纸花多少钱还要多 |
| 65 | So what the results of this study suggest is that when we build something, | 因此,本研究的结果表明,当我们构建一些东西时, |
| 66 | we become really proud of it and a bit emotionally attached to it. | 我们变得非常自豪 并且有点感情上附着 |
| 67 | We really value what we've created, even if it looks a bit rubbish. | 我们真的珍视我们创造的东西, 即使它看起来有点垃圾。 |
| 68 | However, when outside people come to evaluate what we've built, they're able to value the product | 但是,当外面的人来评估我们所建的, 他们能够重视产品 |
| 69 | far more objectively than we are, and hence would appreciate a higher quality product. | 远比我们客观得多,因此希望有更高质量的产品。 |
| 70 | Of course, it applies to IKEA furniture, where you have to build some of the furniture yourself, | 当然,它适用于宜家家具, 在那里你必须自己建造一些家具, |
| 71 | but maybe it can apply to other products that you buy as well. | 但也许它可以适用于你购买的其他产品。 |
| 72 | Customized t-shirts or trainers, for example. | 例如定制的T恤或教练员. |
| 73 | Not only are you deriving value from being able to create the design that you like, | 你不仅能创造出你喜欢的设计 |
| 74 | but what the research suggests is that you're actually deriving additional value from the labour that you go through in designing the product. | 但研究表明,你实际上正在从设计产品时所经历的劳动中获得额外的价值。 |
| 75 | Secondly, another example is that my dad bought this enormous barbecue that I helped him set up in the garden. | 第二,另一个例子是,我爸爸买了这个巨大的烧烤 我帮助他设置在花园。 |
| 76 | Now prior to this week, I knew nothing about barbecue and culture, | 这周之前 我对烧烤和文化一无所知 |
| 77 | but it turns out there's an enormous online community for people using this barbecue that my dad bought. | 但事实证明,有一个庞大的网络社区 供人们使用 这个烧烤,我爸买了。 |
| 78 | Videos using the barbecue have hundreds of thousands, if not millions of views on them. | 使用烧烤的视频有数十万,甚至数百万人观看。 |
| 79 | I think part of the reason is that the barbecue is such a pain to set up. | 我想部分原因就是烧烤很痛苦 |
| 80 | It's incredibly heavy, has lots of different components, the instructions are kind of frustrating and hard to use. | 它非常重, 有很多不同的组件, 指令有点令人沮丧 很难使用。 |
| 81 | So when you finally complete the barbecue, sure the barbecue works great, | 所以当你终于完成烧烤, 确定烧烤工作很好, |
| 82 | but I think one of the reasons why the fandom is so strong is probably because people have to invest | 但我认为粉丝如此强烈的原因之一 可能是因为人们不得不投资 |
| 83 | so much time and effort into setting it up and getting it to work correctly. | 花了那么多时间和精力来建立它 让它正确工作 |
| 84 | So the IKEA effect seems to be true for a whole host of different products. | 因此宜家效应似乎对一整批不同的产品都是真实的. |
| 85 | Not only exciting products like origamis and Legos, but seems to also be true for very mundane | 不仅像折纸和乐高这样的令人兴奋的产品 似乎对很普通的也一样 |
| 86 | utilitarian products. | 功利产品. |
| 87 | So in a study that got participants to build IKEA boxes, | 因此,在一项让参与者 建造宜家盒子的研究中, |
| 88 | people who built the boxes were willing to pay 63% more than those people who were simply asked to buy the boxes | 那些建造箱子的人愿意支付 比那些被要求购买箱子的人多63% |
| 89 | pre-completed. | 预完成。 |
| 90 | But the box experiment was actually really interesting because it got taken a step further. | 但是这个盒子实验真的很有趣, 因为它更进一步。 |
| 91 | In another experiment with IKEA boxes, | 在另一个实验中,池家盒, |
| 92 | the builders were split into two groups. | 建造者分成两组。 |
| 93 | One group was asked to build the IKEA boxes completely, | 一组人被要求完全建造宜家盒子 |
| 94 | but another group was told to only complete half the steps of the box and then the other half of the steps were completed | 但另一个小组被告知只完成盒子的一半步骤,然后完成另外一半步骤 |
| 95 | for them. | 为了他们 |
| 96 | The results show that those who built the boxes completely on their own | 结果显示那些完全靠自己建造箱子的人 |
| 97 | were willing to pay far more money than those who only partially completed them. | 他们愿意支付远比那些只完成部分工作的人更多的钱。 |
| 98 | The IKEA effect disappeared. | 宜家效应消失. |
| 99 | So now we're going to explore the real cause of the IKEA effect. | 因此,我们现在要探索宜家效应的真正原因. |
| 100 | What's really going on here? | 这到底是怎么回事? |
| 101 | And why does labor seem to lead to love of a product? | 为什么劳动力似乎导致对产品的热爱? |
| 102 | But before we do that, if you haven't yet subscribed to this channel and you're enjoying this video, | 但在此之前,如果你还没有订阅 这个频道,你正在享受这个视频, |
| 103 | please can you subscribe to the channel by hitting that big red subscribe button and by ringing that notification bell? | 请您点击红色大订阅按钮 并按下通知铃, 可以订阅频道吗? |
| 104 | I'd really appreciate it. | 我会很感激的。 |
| 105 | Okay. | 摆 |
| 106 | So the cause of the IKEA effect. | 所以宜家效应的起因. |
| 107 | The main explanation for the IKEA effect seems to lie in people's desire to feel competent. | 宜家效应的主要解释似乎在于人们想要感到有能力. |
| 108 | One of the ways that we can feel competent is by successfully manipulating our environment, and one of the ways that we can successfully | 我们能感觉到有能力的方法之一 是通过成功操纵我们的环境, 以及我们能够成功的方法之一 |
| 109 | manipulate our environment is by successfully completing | 操纵我们的环境是成功完成 |
| 110 | self-assembly products. | 自组装产品. |
| 111 | And the research to back this up is that if you make people feel bad about themselves, | 支持这个的研究是 如果你让别人对自己感到难过 |
| 112 | they're actually more enthusiastic to engage with self-assembly products. | 他们其实更热衷于与自组装产品打交道. |
| 113 | Now, | 现在, |
| 114 | I'm not saying that IKEA makes people feel dumb in order to sell more tables, | 我不是说宜家为了卖更多的桌子 让人觉得很笨 |
| 115 | but it certainly seems like people have an innate desire to want to feel competent and self-assembly products allow us to do that. | 但似乎人们有天生的欲望 想要感觉到有能力和自我组装的产品 允许我们这样做 |
| 116 | So what are the implications of the IKEA effect out in the real world? | 那么,在现实世界中,宜家效应的影响是什么? |
| 117 | Well, one might be the not invented here syndrome. | 可能就是这里没有发明的症候群 |
| 118 | Here's Daniel Mochone explaining it to you. | 这是丹尼尔·莫彻内给你解释的 |
| 119 | If I'm sticking to a project and I have been working on it for say a year or two, | 如果我坚持一个项目,而且我一直在做 说一两年, |
| 120 | because of the IKEA effect, | 因为宜家效应 |
| 121 | I might think that this project really is a good idea. | 我可能会认为这个项目真的是一个好主意。 |
| 122 | So while someone external might look at my project and say, you know, that's a failed project, | 所以,当一个外部可能 看我的项目,说,你知道, 这是一个失败的项目, |
| 123 | I'm not sure you should be spending time on it. | 我不确定你是不是该花点时间 |
| 124 | Because it is the fruit of my own labor, I might think that it's much better than it really is. | 因为这是我自己劳动的成果, 我可能会认为它比真正的更好。 |
| 125 | And another implication might be people who are trying to sell products that they have built or repaired themselves, for example their homes. | 另一个含义可能是人们试图出售他们自己建造或修复的产品,例如他们的家园。 |
| 126 | Norton gave this example. | 诺顿给出了这个例子. |
| 127 | If people make improvements to their homes, such as | 如果人们改善自己的住房,例如: |
| 128 | laying a brick walkway by hand, | 用手铺砖块走道 |
| 129 | they may see this as an increase in the value for the house far more than the people who are actually buying the house | 他们可能认为这比实际购买房子的人要高得多 |
| 130 | who only see a shoddily built walkway. | 他们只看到一条修筑的走道 |
| 131 | So just be wary that the IKEA effect is a thing. | 所以当心宜家效应是一回事 |
| 132 | And if there's a project that you've been working on for a long time and you put a lot of effort into it, | 如果有一个项目 你一直在工作 很长时间,你付出了很多努力, |
| 133 | then you might think that that product is far better than other people viewing it from the outside. | 那你可能会认为这个产品 远比别人从外面看好 |
| 134 | I guess that's true for these videos too. | 我想这些视频也是这样 |
| 135 | Maybe I think these videos are better than they actually are. | 可能我觉得这些视频比实际好 |
| 136 | Well, if you guys like this video as well as I do, | 如果你们像我一样喜欢这段视频 |
| 137 | then please can you hit that thumbs up down below to show me and leave a comment? | 那你能不能把拇指往下打一下给我 留个意见? |
| 138 | Letting me know what you thought of the video. | 告诉我你对视频的看法 |
| 139 | Next week | 下礼拜 |
| 140 | we're going to be talking about something called the halo effect which helps to explain why good looking people do really well in life. | 我们将要谈论一个叫做光环效应的东西 帮助解释为什么帅哥在生活中表现得非常好 |
| 141 | So if you're interested to find out about that, please can you subscribe down below? | 所以,如果你有兴趣 发现这一点, 请您订阅下面? |
| 142 | Okay, thank you guys for watching again, | 好了,谢谢你们再次观看, |
| 143 | and I'll see you next time. | 下次见 |
| 144 | Bye-bye. | 再见 |
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