Consumers had everything they needed, and so the companies came up with a great idea.

消費者需要的東西應有盡有，於是公司想出了一個好主意。

Persuade people that they need more things.

說服人們需要更多的東西。

Even things they didn't really know they needed.

甚至是他們並不知道自己需要的東西。

And nowadays, companies are studying your brain to get you to keep buying more stuff.

如今，公司正在研究你的大腦，讓你繼續購買更多的東西。

This is called neuromarketing and neuromarketing is like marketing on steroids.

這就是所謂的神經營銷，而神經營銷就像是類固醇營銷。

Companies know us better than we know ourselves.

公司比我們更瞭解我們自己。

The brand exists nowhere else but in the mind of the consumers.

品牌無處不在，只存在於消費者的心中。

We're going to tell you how companies are getting into your head.

我們將告訴你公司是如何進入你的大腦的。

In the 1950s, a clever marketer shocked the world with an astonishing experiment.

20 世紀 50 年代，一位聰明的營銷人員做了一個驚人的實驗，震驚了世界。

He flashed the messages, drink Coca-Cola and eat popcorn on a cinema screen, too briefly for the audience to even notice.

他在電影螢幕上閃爍著 "喝可口可樂，吃爆米花 "的資訊，時間太短，觀眾甚至沒有注意到。

He claimed this had people rushing to the counters in droves to buy Coke and popcorn.

他聲稱，這讓人們紛紛湧向櫃檯購買可樂和爆米花。

If this story sounds too good to be true, then that's because it is.

如果這個故事聽起來好得不像真的，那是因為它確實是真的。

Thankfully, we're not that easy to brainwash.

幸好，我們沒那麼容易被洗腦。

Turned out it was all BS.

結果發現都是騙人的。

He made that up.

這是他編的。

There's no such thing as a brain spy button.

根本就沒有什麼大腦間諜按鈕。

This is Prince Guman, a marketing professional.

這位是營銷專家古曼王子。

He and neuroscientist Matt Johnson wrote a book on how companies tailor their marketing to our brains.

他和神經科學家馬特-約翰遜（Matt Johnson）共同撰寫了一本關於公司如何根據我們的大腦進行營銷的書。

So the good thing is, we're not mindless shopping zombies.

好在，我們不是無意識的購物殭屍。

But we do make a lot of our decisions subconsciously.

但我們的確是在潛意識中做出了很多決定。

And that's where neuromarketing comes in.

這就是神經營銷的作用所在。

Companies are trying to better understand how our brain works to figure out what we really want.

公司正試圖更好地瞭解我們的大腦是如何工作的，從而找出我們真正想要的東西。

Traditional marketing studies work like this.

傳統的營銷研究是這樣進行的。

Someone will ask me, do you want an apple or do you want a chocolate bar?

有人會問我，你想要蘋果還是巧克力棒？

And I'd say, I of course want the apple.

我會說，我當然想吃蘋果。

But do I really want the apple?

但我真的想要那個蘋果嗎？

So we feel as if we're in control.

這樣，我們就會覺得自己在掌控一切。

We feel as if we're the author of our decisions and we're thinking through these things very rationally.

我們覺得自己是決定的主導者，我們會非常理性地思考這些事情。

But study after study after study shows that we are extremely irrational and that we're, generally speaking, pretty unaware of the full range of factors which ultimately inform and sometimes actually decide the different behaviors and paths that we take.

但是，一項又一項的研究表明，我們是極不理性的，而且一般來說，我們對最終影響，有時甚至實際上決定我們採取不同行為和道路的各種因素一無所知。

In short, we don't always know what we want.

簡而言之，我們並不總是知道自己想要什麼。

We don't know if we actually want the apple or if we prefer the chocolate bar.

我們不知道自己是真的想要蘋果，還是更喜歡巧克力棒。

But our brain doesn't lie.

但我們的大腦不會說謊。

And that's why neuromarketers have adopted a range of technologies in their marketing studies to see what's happening under the hood, inside consumers' brains.

正因如此，神經營銷人員在營銷研究中採用了一系列技術，以瞭解消費者大腦內部的情況。

Functional magnetic resonance imaging and electroencephalograms measure activity in the brain.

功能磁共振成像和腦電圖可測量大腦的活動。

Eye tracking shows where we direct our attention and heart rate and skin conductance show what we find exciting.

眼動儀顯示我們的注意力集中在哪裡，而心率和皮膚傳導則顯示我們發現了什麼令人興奮的東西。

For better or worse, people are complex and the brain is really complex.

無論好壞，人都是複雜的，大腦也確實很複雜。

Uma Kamaka is a scholar whose research revolves around how we make decisions.

烏瑪-卡瑪卡是一位學者，她的研究圍繞我們如何做出決定展開。

What neuroscience does is it gives us access to some of these emotional elements or these elements that might not be fully conscious and tells us a little bit more about some of the things that might also be contributing to people's experiences and choices.

神經科學的作用在於，它讓我們能夠接觸到一些情感因素或這些可能並不完全有意識的因素，並告訴我們更多關於一些可能也會對人們的經歷和選擇產生影響的事情。

Take Cheetos, for example.

以奇多斯為例。

When its parent company Frito-Lay asked consumers how they felt about the brand, many said, well, it's a bit of a kid's snack.

當其母公司 Frito-Lay 詢問消費者對該品牌的感受時，很多人都說，嗯，這有點像兒童零食。

But when they looked at their brains, it turned out people got a real kick out of getting their fingers messy with this orange dust that they're covered in.

但當他們觀察他們的大腦時，發現人們真的很喜歡讓手指沾上這些橙色的灰塵。

It is fun.

這很有趣。

There was something subversive about that orange dust on your fingers.

手指上的橙色灰塵有些顛覆性。

There was something a little unusual about it.

這有點不同尋常。

And people kind of enjoyed it, even though it was not that respectable.

儘管它並不那麼受人尊敬，但人們還是挺喜歡它的。

You know, other people are trying to do their laundry, too.

要知道，其他人也在洗衣服呢。

Frito-Lay took these findings and built an entire ad campaign around this feeling of subversive pleasure.

Frito-Lay 公司利用這些發現，圍繞這種顛覆性的愉悅感開展了整個廣告活動。

Those are her whites in the dryer.

那些是她在烘乾機裡烘乾的白色衣服。

It became a huge success.

它獲得了巨大的成功。

More and more businesses are investing in this type of research, most of which is happening in secret.

越來越多的企業開始投資於此類研究，但大部分研究都是祕密進行的。

Through neuroscience, but also with the help of psychology and behavioral economics, they get a pretty good idea of what makes us tick.

通過神經科學以及心理學和行為經濟學的幫助，他們很好地瞭解了是什麼讓我們這樣做的。

And they use this knowledge to get us to buy more of their stuff.

他們利用這些知識讓我們購買更多他們的產品。

Now I'm going to give you four examples of this that you've probably seen in your everyday life.

現在我給大家舉四個例子，你可能在日常生活中見過。

One, they wear you down.

第一，他們會讓你疲憊不堪。

Our brain operates in two different thinking modes.

我們的大腦有兩種不同的思維模式。

There's what's called system one, which is fast, unconscious and automatic.

這就是所謂的 "系統一"，它是快速、無意識和自動的。

And then there's system two, which is deliberate and conscious, but takes a lot of effort.

然後是 "系統二"，它是深思熟慮、有意識的，但需要付出很多努力。

If I ask you, what is your name?

如果我問你，你叫什麼名字？

System one will immediately have an answer to that question.

系統會立即給出答案。

But if I ask you, what is 23 times 48, you're going to have to switch to system two.

但如果我問你，23 乘以 48 是多少，你就得改用系統二了。

This requires effort.

這需要付出努力。

Now imagine you're going grocery shopping.

現在，想象一下你要去買菜。

You have to find your way around the different aisles and make loads of decisions in a short amount of time.

您必須在不同的貨架上找到自己的位置，並在短時間內做出大量決定。

When you finally get to the checkout counter, you're tired.

當你終於走到收銀臺時，你已經累了。

One way in which you can get somebody to be more system one oriented is actually through wearing them down.

其實，讓別人更傾向於 "系統一 "的方法之一就是讓他們疲憊不堪。

So system two, very resource intensive, requires a lot of metabolic resources.

是以，系統二非常耗費資源，需要大量的新陳代謝資源。

When we're tired, when we're malnourished, we're much more likely to go with a much more impulsive system one response.

當我們疲憊時，當我們營養不良時，我們更有可能做出更衝動的 "系統一 "反應。

And that's why right at the end of your shopping trip, retailers tempt you with loads and loads of sugary snacks that you might just pick up at the very last moment.

這就是為什麼在購物結束時，零售商會用大量的含糖零食來誘惑你，而你可能會在最後一刻買下這些零食。

Shopping malls exploit the same situation.

購物中心也是如此。

They're confusing, they're overwhelming, they're quite frankly exhausting, so you're more prone to spend money on something you might not even need.

它們讓人困惑，讓人不知所措，坦率地說，它們讓人精疲力竭，所以你更容易把錢花在你可能根本不需要的東西上。

Two, they tell you what the right price is.

第二，他們會告訴你什麼是合適的價格。

Let's say you walk into a store and you see a bottle of wine for, I don't know, let's say $15.

比方說，你走進一家商店，看到一瓶葡萄酒，我不知道，比方說 15 美元。

Your brain doesn't really know if this is a lot or if this is not a lot.

你的大腦並不知道這到底是多還是少。

So it's immediately starting to look for some context.

是以，它立即開始尋找一些背景。

Typically, people don't really have a sense of price, like they don't really know how much wine should cost or what's the right price for wine.

通常情況下，人們並沒有真正的價格意識，比如他們並不知道葡萄酒的價格應該是多少，也不知道葡萄酒的合適價格是多少。

This is Moran Cerf, a computer hacker turned neuroscientist and business professor.

這位是莫蘭-瑟夫（Moran Cerf），電腦黑客出身，後成為神經科學家和商學教授。

The people create their kind of impressions of the price range, not by knowledge, by information, but rather by kind of sampling reality.

人們不是通過知識、資訊，而是通過對現實的抽樣調查，對價格範圍產生自己的印象。

And the store will happily give your brain a reality to latch on to, by placing a second bottle next to it costing $50.

店家會很高興地在旁邊再擺上一瓶價值 50 美元的酒，讓你的大腦有一個可以抓住的現實。

Now your brain thinks, $15, that's actually a pretty good deal, so it's very likely you're going to buy this bottle.

現在，你的大腦會想，15 美元，這實際上是一筆相當不錯的交易，所以你很有可能會買下這瓶酒。

Our brains are like ships.

我們的大腦就像一艘船。

We're looking for places to anchor, right?

我們在找可以停靠的地方，對吧？

And adding any sort of context or understanding of value, having an anchor helps.

如果要增加任何一種背景或對價值的理解，有一個錨會有所幫助。

Three, they keep you on the treadmill.

第三，它們會讓你在跑步機上不停奔跑。

Another quirk of our brain that brands are using is that it's constantly seeking pleasure.

品牌正在利用我們大腦的另一個怪癖，那就是不斷尋求快感。

And the keyword here is seeking.

這裡的關鍵詞是尋找。

Once you're experiencing a sort of thing that you wanted, you don't just get to bask in that pure pleasure for a long time.

一旦你體驗到某種你想要的東西，你就不會長時間沉浸在這種純粹的快樂中。

It's not the type of emotion which is enduring over time.

這不是那種經久不衰的情感。

And that's a very, very good thing for brands.

這對品牌來說是一件非常非常好的事情。

Because pleasure is so fleeting, brands keep sending us to what's called the hedonic treadmill.

由於快樂稍縱即逝，品牌不斷把我們送上所謂的 "享樂主義跑步機"。

The iPhone 6, the iPhone 6s, this is iPhone 7, iPhone 11, iPhone 12.

iPhone 6、iPhone 6s，現在是 iPhone 7、iPhone 11 和 iPhone 12。

Let's say you buy iPhone 8.

假設你購買了 iPhone 8。

It's a brand new physical design and you're loving it.

這是一種全新的物理設計，你很喜歡。

And just like clockwork, 12 months later, 8s comes out.

就像鐘錶一樣，12 個月後，8s 問世了。

Whatever pleasure you got from achieving and purchasing, the iPhone is now immediately gone.

無論你從獲得和購買 iPhone 中得到了什麼快樂，現在都會立即消失。

And now you're looking to, again, jump on the hedonic treadmill and chase the next pleasure.

現在，你又想跳上享樂主義的跑步機，追逐下一種快樂。

Four, they hide little nudges in plain sight.

第四，它們在眾目睽睽之下隱藏著小小的暗示。

So you remember that cinema story from the beginning?

你還記得一開始的那個電影故事嗎？

Subliminal marketing messages like this, so things that we can't pick up unconsciously, are actually illegal in most countries.

像這樣的潛意識營銷資訊，我們無法在不知不覺中接收到的東西，在大多數國家其實都是非法的。

But a few companies must have thought, "Well, why don't we just hide them in plain sight?"

但肯定有幾家公司想，為什麼不把它們藏起來呢？

Check out this ad from KFC.

看看肯德基的這則廣告。

See anything unusual?

發現什麼異常了嗎？

Well, look again.

好吧，再看看。

There's an actual dollar bill photoshopped into the burger, which happens to cost one dollar.

漢堡上貼著一張一美元的紙幣，而漢堡的價格恰好是一美元。

And check out this can.

再看看這個罐子。

Coca-Cola made it look like it's smiling to tie in with its brand image of happiness.

可口可樂讓它看起來像在微笑，以配合其快樂的品牌形象。

And in literally every ad for watches, the time is set to 10 past 10.

在所有手錶廣告中，時間都被設置為 10 點 10 分。

Because that makes it look like the watch is smiling at you.

因為這樣會讓手錶看起來像是在對你微笑。

These types of subtle hints are called primers.

這類微妙的提示被稱為引子。

So I would say right now, controversial, but the priming works.

是以，我認為現在還存在爭議，但底漆是有效的。

That said, we still teach that in school, in business school, as kind of a mechanism people should be aware of, because it's easy to implement.

儘管如此，我們仍然在學校、在商學院教授這一點，將其作為人們應該瞭解的一種機制，因為它很容易實施。

So for the small chance that it does work, why not try it if you're trying to kind of sell something?

是以，如果這只是一個很小的機會，但它確實有效，那麼如果你想賣點什麼，為什麼不試試呢？

So if you see a 1010 watch, you know, you're not compelled by some physical force to go out and do everything you can to buy it.

是以，如果你看到一款 1010 手錶，你知道，你不會被某種物理力量所蠱惑，不顧一切地去購買它。

But if you're already feeling like buying a watch, or maybe you're already favorable towards the brand, you know, that additional data point is going to push you maybe a little bit further.

但是，如果你已經有了購買手錶的想法，或者你已經對這個品牌產生了好感，你知道，額外的數據點可能會推動你走得更遠一些。

And this is not limited to visual triggers.

這不僅限於視覺觸發。

An experiment showed that if a wine store plays French music, customers buy more French wine.

一項實驗表明，如果葡萄酒商店播放法國音樂，顧客就會購買更多的法國葡萄酒。

And if it plays German music, they buy more German wine.

如果播放的是德國音樂，他們就會購買更多的德國葡萄酒。

A lot of this stuff is hiding in archives for companies, and it is in their best interest not to reveal it.

這些資料很多都藏在公司的檔案中，不公開對他們最有利。

But we would be silly to think that this isn't part of the experiential design that companies are creating to better engage with their consumers.

但是，如果我們認為這不是公司為更好地與消費者互動而進行的體驗式設計的一部分，那就太愚蠢了。

So where does all this leave us?

那麼，這一切會給我們帶來什麼呢？

Are we ultimately just puppets without a will of our own buying whatever corporations throw away?

難道我們最終只是沒有自己意志的傀儡，公司扔什麼我們就買什麼？

Or do we have a choice?

或者我們有選擇嗎？

Total mindless behavior is rare.

完全無意識的行為很少見。

Total control is also rare.

完全控制也很罕見。

And in between, there's a wide gray area.

而在這兩者之間，還有一個很大的灰色地帶。

And we can move the needle between whether to make choices that are very informed and very kind of thorough, or very impulsive and not too thorough.

我們可以在做出非常明智、非常徹底的選擇，還是非常衝動、不太徹底的選擇之間做出選擇。

If you like something, that's going to be the most important determinant of whether or not you choose to spend money on it, or your time on it, or your resources in general on it.

如果你喜歡某樣東西，這將是決定你是否選擇在上面花錢、花時間或花資源的最重要因素。

And that speaks a lot to the power that we have as consumers and individuals.

這充分說明了我們作為消費者和個人所擁有的力量。

Now, neuromarketing is a very powerful tool.

現在，神經營銷是一個非常強大的工具。

It gives companies access to something that even we don't have access to most of the time, our subconscious.

它能讓公司接觸到我們大多數時候都接觸不到的東西，即我們的潛意識。

But just knowing that and knowing how our brain works can already help us make better decisions.

但只要知道這一點，瞭解大腦是如何工作的，就能幫助我們做出更好的決定。

Have you ever come across any of the things we've shown you in the video?

您是否遇到過我們在影片中展示的任何情況？

Let us know in...

讓我們知道...

What was... what was that?

那是......那是什麼？

Did you... did you see that?

你......你看到了嗎？

Anyway, let us know in the comments and hit subscribe for more videos like this every Friday.

無論如何，請在評論中告訴我們，並點擊訂閱，每週五都會有更多這樣的影片。