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黨派立場(chǎng)決定消費(fèi)口味

黨派立場(chǎng)決定消費(fèi)口味

Tory Newmyer 2012-06-18
一項(xiàng)最新調(diào)查顯示,民主黨人和共和黨人之間存在分歧的領(lǐng)域遠(yuǎn)不止于政治。他們?cè)趶目觳偷甑揭曨l游戲等所有產(chǎn)品與服務(wù)類別的品牌選擇上都存在分歧。

????大家都知道,我們目前正身處超極分化的時(shí)代。如今美國(guó)人在政治立場(chǎng)方面的分歧遠(yuǎn)甚于在種族或階級(jí)方面的分歧,而這正是皮尤研究中心(Pew Research Center)最近進(jìn)行的一項(xiàng)調(diào)查向我們所揭示的一個(gè)新情況,雖屬意料之中,但也可謂是前所未有。

????現(xiàn)在我們已有證據(jù)表明,這些分歧嚴(yán)重蔓延到民主黨人和共和黨人喜歡吃的食物、喜歡看的東西以及喜歡開(kāi)的汽車等領(lǐng)域。從事神經(jīng)層面觀察的神經(jīng)科學(xué)市場(chǎng)營(yíng)銷研究公司Buyology為《財(cái)富》雜志(Fortune)獨(dú)家發(fā)布的一項(xiàng)最新調(diào)查結(jié)果顯示,在一系列產(chǎn)品與服務(wù)類別的200個(gè)品牌中,民主共和兩黨在大多數(shù)品牌的選擇上都存在分歧。

????其中有些分歧我們憑直覺(jué)就能理解:民主黨人喜歡觀看“動(dòng)物星球”頻道(Animal Planet),而共和黨人則喜歡選擇歷史頻道(History Channel)。其他一些分歧則比較費(fèi)解:民主黨人喜歡溫迪(Wendy's)快餐店以及美國(guó)橄欖球大聯(lián)盟(NFL),而共和黨人則喜歡賽百味(Subway)及美國(guó)職業(yè)棒球大聯(lián)盟(Major League Baseball)。

????Buyology首席執(zhí)行官蓋瑞?辛格設(shè)想,理解這些分歧的一個(gè)通用線索是:消費(fèi)者是否寧愿把決策權(quán)交給一個(gè)中央權(quán)威機(jī)構(gòu)(這是民主黨的一個(gè)傾向),還是務(wù)求權(quán)力分散(也就是共和黨偏愛(ài)的做法)。

????以連鎖餐廳為例。在溫迪,所有菜單選項(xiàng)都預(yù)先組合成各種套餐,客戶通常按照套餐編號(hào)點(diǎn)餐。而另一方面,賽百味的顧客實(shí)際上是被迫自行定制各自的套餐,因?yàn)樗麄兊猛ㄟ^(guò)一條“制作線”來(lái)定制各自的三明治?!懊裰鼽h人的反應(yīng)是,某些聰明人會(huì)替他們做出明智的選擇,從而使他們的生活更加美好、更加便利;而從根本上說(shuō),共和黨的反應(yīng)則是認(rèn)為,個(gè)體自己有能力作出個(gè)性化的選擇,”辛格說(shuō)。

????他認(rèn)為,在選擇所喜歡的專業(yè)體育運(yùn)動(dòng)方面也有同樣的動(dòng)因在起作用。共和黨人之所以更加喜歡棒球運(yùn)動(dòng),不僅僅是因?yàn)樗恰暗氐赖拿朗襟w育運(yùn)動(dòng),”而且還因?yàn)樵擁?xiàng)體育運(yùn)動(dòng)的中央管理機(jī)構(gòu)更趨向于采取不干涉的立場(chǎng),允許球員薪酬之間出現(xiàn)巨大差異,從而導(dǎo)致諸如紐約洋基隊(duì)(Yankees)、費(fèi)城人隊(duì)(Phillies)及波斯頓紅襪隊(duì)(Red Sox)等超級(jí)強(qiáng)隊(duì)相繼崛起。而相比之下,NFL“更加民主,更加遵從法定程序,更加趨向于由中央管理機(jī)構(gòu)集中控制?!?/p>

????這是一個(gè)具有煽動(dòng)性的論點(diǎn),辛格也承認(rèn)這個(gè)論點(diǎn)純屬猜測(cè)。但他得到了科學(xué)依據(jù)來(lái)支持這個(gè)結(jié)論。Buyology的此項(xiàng)調(diào)查并不是第一個(gè)試圖對(duì)黨派立場(chǎng)在品牌偏好上的反映進(jìn)行解讀的嘗試。比如,汽車調(diào)研機(jī)構(gòu)——美國(guó)戰(zhàn)略視野公司(Strategic Vision)最近進(jìn)行的一項(xiàng)調(diào)查發(fā)現(xiàn),在選擇汽車方面,民主黨人關(guān)注燃油經(jīng)濟(jì)型【他們的首選是:本田思域(Honda Civic)混合動(dòng)力車】,而共和黨人則喜歡車型龐大而且馬力強(qiáng)勁的汽車【他們的首選是:福特野馬敞篷車(Ford Mustang)】。

????但辛格在調(diào)查中利用了神經(jīng)營(yíng)銷技術(shù)來(lái)探究受訪者的潛意識(shí),因而具有開(kāi)創(chuàng)性的意義。在辛格的此項(xiàng)調(diào)查中,研究人員認(rèn)為,可以透過(guò)認(rèn)知噪音來(lái)揭示人們的真實(shí)感受。這個(gè)方法需要要求4,000名受訪者迅速回答問(wèn)題——就像加拿大科幻作家馬爾科姆?格拉德威爾所著的《眨眼之間》(Blink)那樣——然后剔除那些太慢或快得可疑的答復(fù)。在每個(gè)產(chǎn)品或服務(wù)類別中,受訪者在一對(duì)可能直接存在競(jìng)爭(zhēng)品牌之間做出選擇,因此最終得出受訪者對(duì)每個(gè)品牌的喜好程度,并按照從最喜歡到最不喜歡進(jìn)行排序。

????Everybody knows we're living in hyper-polarized times. The American people are more divided today by political affiliation than even race or class, an unprecedented if unsurprising development exposed by a recent Pew Research Center study.

????Now we've got proof those differences spill over heavily into what both Democrats and Republicans like to eat, watch, and drive. A new survey from the neuro-insight firm Buyology, released exclusively to Fortune, shows the two sides divided over a majority of 200 brands across a range of categories.

????Some of the splits make intuitive sense: Democrats like to watch Animal Planet, while Republicans click over to the History Channel. Others are tougher to figure: Democrats prefer Wendy's (WEN) and the NFL, Republicans go for Subway and Major League Baseball.

????A common thread, Buyology CEO Gary Singer posits, is whether consumers would rather cede decision-making power to a central authority -- a Democratic tendency -- or see that power distributed, the favored Republican approach.

????Take chain restaurants. At Wendy's, menu options are prepackaged into meals, and customers typically order by number; Subway patrons, on the other hand, are practically forced to customize their meals as they walk their sandwiches down an assembly line. "What Democrats are responding to is somebody smart making choices for them that makes their lives better and easier, and fundamentally what Republicans are responding to is the ability to make an individualized choice," Singer says.

????He sees the same dynamic at work when it comes to professional sports. Republicans have a deeper connection to baseball not simply because it's "as American as apple pie," but also because the sport's central authority is more hands-off, allowing huge payroll gaps that have engendered the rise of super-teams like the Yankees, Phillies and Red Sox. The NFL, by contrast, "is more democratic, more legislated, more centrally controlled."

????It's a provocative thesis, and Singer acknowledges its simply conjecture. But he's got science to back up the results. The Buyology study is not the first to try to decipher how partisan allegiance reflects on brand preference. A recent study by auto-research firm Strategic Vision, for example, found when it comes to cars, Democrats favor fuel-efficiency (their top pick: the Honda Civic Hybrid) while Republicans go for size and power (top pick: the Ford Mustang convertible).

????But Singer's effort breaks ground by using neuro-marketing techniques to plumb respondents' subconscious minds, where researchers believe they can see past cognitive noise to reveal people's true feelings. The method involved asking 4,000 respondents to answer quickly -- think Malcolm Gladwell's Blink -- and tossing replies that were either too slow or suspiciously fast. In each category, respondents chose between every possible head-to-head match-up of the included brands, so what emerged was a ranking of their connection to each, from first to last.

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