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为什么餐厅更希望你在手机而不是电脑上写评论?原来这才是真实原因

发布时间:Oct 17, 2020公开报告 阅读 937 次游艺棋牌
游艺棋牌在餐厅点评中,有人记录了不愉快的家庭就餐体验。Facebook贴文中,不乏对日常尴尬遭遇的描述。Twitter上,还有推文讲述鲜为人知的恐惧症。 The restaurant review that divulges distre

游艺棋牌在餐厅点评中,有人记录了不愉快的家庭就餐体验。Facebook贴文中,不乏对日常尴尬遭遇的描述。Twitter上,还有推文讲述鲜为人知的恐惧症。

The restaurant review that divulges distressing family dynamics. The Facebookpost that rehashes an embarrassing encounter. The tweet that reveals a phobia few people know about.

游艺棋牌在智能手机上,我们能很快对着素未谋面的陌生人流露私密的情感,分享非常个人化的经历。

On our smartphones, we are quick to reveal private emotions and highly personal experiences to faceless strangers.

宾夕法尼亚大学沃顿商学院市场营销助理教授希里·梅鲁玛以她将智能手机视作成人奶嘴的早期研究为基础,着手研究为什么与在个人电脑上相比,我们在智能手机上表达自我的方式更私密、更个性化,以及营销人员应如何利用这种行为。

Building on her earlier research that equated smartphones with adult pacifiers, Shiri Melumad, an assistant professor of marketing at the Wharton School of the University of Pennsylvania, set out to determine why we express ourselves in a more intimate, personal style on our smartphones than on our personal computers—and how marketers can harness this behavior.

在3月发表于《市场营销杂志》上的一项研究中,梅鲁玛做了三个实地研究和两个对照实验。在其中一个研究中,她调查了12个小时内发布的近30万条推文,发现用手机发布的推文中,第一人称代词的使用率比用电脑发的高出47% ,家庭的提及率则比后者高出52%。

In researchpublished in March in the Journal of Marketing , Dr. Melumad conducted three field studies and two controlled experiments. One study looked at nearly 300,000 Twitterposts created in a 12-hour span. Tweets written on phones contained 47% more first-person pronouns and 52% more references to family than those written on PCs, she found.

“消费者倾向于在智能手机上表达比较私密的感受或想法,这种倾向可以通过使用‘我’或‘我们’以及提及亲友体现出来。”梅鲁玛说。

“Consumers tend to convey feelings or thoughts that are more private or intimate on their smartphones, which is captured by the use of ‘I’ or ‘we’ and mentioning family and friends,” says Dr. Melumad.

第二项研究雇用了1,380名评判人,同时使用了自然语言处理软件,对TripAdvisor上1万多条餐厅评论进行随机抽样分析。软件扫描显示,在智能手机上撰写的评论中包含第一人称代词以及提及朋友的概率同样更高。并且对营销人员来说至关重要的是,手机上的评论被判定为更能展现自我,因此也就更有说服力。

A second study employed 1,380 judges as well as natural-language processing software to analyze a random sample of more than 10,000 TripAdvisorrestaurant reviews. The software scan revealed that reviews written on smartphones again contained more first-person pronouns and more references to friends. And, crucially for marketers, they were judged to be more self-disclosing and, in turn, more persuasive.