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《Harvard Business Review》2010年6月刊Uzma Khan发现:如果人们无法得到某种东西,他们就会更加渴望,更努力想要得到,但是他们也不太可能珍惜这一东西。研究:Uzma Khan和她的同事Ab Litt、Baba Shiv做了如下的实验:在一个电子产品商场,如果有人完成一个填字游戏,就可以获得一个礼品卡。一半的参与者第一次尝试就成功了,另一半则失败了。在获得奖品之前,他们都被问及愿意出多少钱来得到这一礼品。之前失败未获得礼品卡的人都愿意付更多的钱,但是他们也更倾向在有机会换成其他卡的时候将其换掉。《Harvard Business Review》2010年6月刊Uzma Khan
Uzma Khan found in the June 2010 issue of Harvard Business Review that if people can not get something, they are more hungry and harder to get it, but they are less likely to value it. Research: Uzma Khan and her colleagues Ab Litt and Baba Shiv did the following experiment: At an electronics mall, someone can get a gift card if someone completes a crossword puzzle. Half of the participants succeeded on their first attempt, while the other half failed. Before getting the prize, they were both asked how much they would like to pay for the gift. Previous Failures Unacceptable gift cards are willing to pay more, but they also tend to change it when they have the chance to change to other cards. Harvard Business Review, June 2010 Uzma Khan