「We kind of get a global response/ over time /over the winter /so that a 50-degree day in, say, February, feels glorious, whereas/ at this time of year/ it feels chilly,」 said John Castellani, a physiologist /who specializes in cold weather research /at the United States Army Research Institute of Environmental Medicine in Massachusetts.
「隨著時間的推移，我們對冬天產生了一種整體性的反應，所以，比如說二月裡碰到一個50華氏度（10攝氏度）的天氣，我們會覺得很暖和，但如果在每年的這個時候碰到，就會覺得很冷」在麻薩諸塞州美國陸軍環境醫學研究所從事寒冷天氣研究的生理學家約翰·卡斯泰拉尼說道。
Efua Obeng認為自己是一個無私的人，經常給慈善機構開支票。但幾年前，她開始發現自己討厭在商店購物時被要求捐款。研究表明，慈善組織嚴重依賴這種募捐。因此，奧本決定研究收銀臺募捐情況，以及如何能在收銀臺開展更有效的慈善活動。
Across several studies involving hundreds of participants, Obeng and her coauthorsfound that customers perceive point-of-sale solicitations as a violation of their social contract with the retailer—a contract built on the principle of reciprocity, whereby the two parties equally contribute to and benefit from the exchange. When customers are asked for a donation—a one-way transaction—the balance is upended.
翻譯劃線句，長按文末小程序碼進行打卡，答案下期公布~當客戶被要求進行捐贈(單向交易)時，天平就失衡了。
Study participants imagined that they were shopping at a grocery store and were either asked for a donation or checked out without such a request. Afterward they rated their satisfaction with the store and the extent to which they believed it had violated the social contract. Subjects who were asked for a donation were far likelier than others to perceive a social-contract violation.
研究參與者需要想像他們在一家雜貨店購物，一種情況下要求捐款，另一種是在沒有這樣要求的情況下結帳離開。之後，他們對商店的滿意度以及他們認為商店違反社會契約的程度打分。那些被要求捐款的受試者比其他人更有可能認為商店違反了社會契約。
The request also diminished customer satisfaction by up to 10% and decreased the likelihood of recommending and revisiting the store. Controlling for other factors that might account for those results, the researchers ruled out guilt, loss of trust, and dislike for the retailer.
要求顧客捐款也讓顧客滿意度下降了10%，並降低了顧客推薦和再次光顧的可能性。研究人員控制了其他可能導致這些結果的因素，排除了內疚、信任喪失和對零售商的厭惡。
If a retailer’s social-contract violation erodes customer satisfaction, Obeng and her colleagues reasoned, then a similar violation by the customer should restore equilibrium and leave satisfaction intact. So in one of their studies half the subjects were told they were checking out with an expired coupon, while the other half checked out normally.
Obeng和她的同事推斷，如果零售商違反社會契約會損害顧客滿意度，那麼顧客出現類似的違反行為應該會恢復平衡，並保持滿意度不變。因此，在他們的一項研究中，一半的受試者被告知他們正在用過期的優惠券結帳，而另一半正常結帳。
Those in the latter group who were asked for a donation reported a breach of social contract and decreased satisfaction with the store. But for participants with expired coupons, requests for a donation had no negative effect on satisfaction or perceptions of the social contract. 「When customers knowingly take more than they are contributing and then are asked to give, it evens out,」 Obeng explains.
後一組中被要求捐贈的人認為商店違反了社會契約，降低了對商店的滿意度。但是對於使用過期優惠券的參與者來說，要求捐贈的行為對滿意度或對社會契約的看法沒有負面影響。奧本解釋說：「當顧客明知他們收到的東西比他們貢獻的多，再要求他們付出時，兩者影響就平衡了。」
本文節選自：Harvard Business Review（哈佛商業評論）
發布時間：2020.03
作者：TIM BOWER
原文標題：why soliciting donations at the cash register can backfire
1.solicitation
2.reciprocity
3.upend
英/ʌp'end/美/ʌp'ɛnd/
v. 顛倒,倒放
4.erode
英/ɪ'rəʊd/美/ɪˈrod/
vt. & vi. 侵蝕, 腐蝕
5.coupon
英/'kuːpɒn/美/'kupɑn/
n. 息票；贈券；聯票；配給券
1.check out 結帳
2.rule out 把……排除在外；認為……不合適；阻止
3.even out (在多變後）變平坦，穩定下來；平均分攤
Controlling for other factors that might account for those results, the researchers ruled out guilt, loss of trust, and dislike for the retailer.
結構:Controlling for other factors that might account for …
控制其他可能會造成…影響的因素
例句:Controlling for other factors that might account for the impact of the US stock circuit breaker on the world economy.
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