变革似乎在无情地加速飞跑,不禁使人提心吊胆,甚至押上了赌注,想看看哪些事情还没有改变。当我们在找寻我们所熟悉的稳定性时,觉得它们是明确、清晰的,而当这一切处于动荡的背景时,又感到它们模糊不清了。那些就像是对自己配偶那样了如指掌的事情,我们对它们的看法也在改变,这令我们惶恐不安。不管怎样,消费者的态度毫无疑问地是在变,这是回避不了的事实。但有趣的是,这种变化并不是直线式的、明显的、协调的。WPP 集团的马丁·海沃德写过一篇精彩的文章,标题是《新型消费者的能量和困境》,他归纳了被称作“自相矛盾警示”的六对最重要的矛盾:人们比以前富了,但对价格却更看重了。人们有了更多的选择,但很少有时间去选择。人们的要求更随意了,但在服务条款中却要争做主角。 Change seems to be mercilessly speeding up, can not help but make people nervous, even bet on the bet, to see what things have not changed. When we look for the stability we are familiar with, we feel they are clear and distinct, and when they are all in turbulent context, they feel they are blurred. Those are just as familiar with what their spouses are, and we are changing their perceptions of them, which makes us nervous. In any case, the attitude of consumers is undoubtedly changing, which is unavoidable fact. Interestingly, however, this change is not straightforward, obvious, coordinated. Martin Hopkins, WPP Group, wrote a brilliant article titled “The Energy and Dilemma of New Consumers,” in which he summarized the six most important conflicts known as "self-contradictory warnings: People are richer than before, but they value the price more. People have more choices, but seldom have time to choose. People’s requirements are more arbitrary, but the terms of service in the fight to be the protagonist.