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  • 为什么餐厅更期待你在手机而不是电脑上写评论?原本这才是实在因为

    作者:admin
    发布时间:2020-06-30 11:17
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    原标题:为什么餐厅更期待你在手机而不是电脑上写评论?原本这才是实在因为

    三河市庚窣餐饮公司

    在餐厅点评中,有人记录了不喜悦的家庭就餐体验。Facebook贴文中,不乏对平时为难遭遇的描述。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.

    在智能手机上,吾们能很快对着素未谋面的生硬人披露私密的感情,分享专门幼我化的经历。

    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钻研为基础,着手钻研为什么与在幼我电脑上相比,吾们在智能手机上外达自吾的手段更私密、更个性化,以及营销人员答如何行使这栽走为。

    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月发外于《市场营销杂志》上的一项钻研中,梅鲁玛做了三个实地钻研和两个对照实验。在其中一个钻研中,她调查了12个幼时内发布的近30万条推文,发现用手机发布的推文中,第一人称代词的操纵率比用电脑发的高出47% ,家庭的挑及率则比后者高出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.

    “消耗者倾向于在智能手机上外达比较私密的感受或思想,这栽倾向能够始末操纵‘吾’或‘吾们’以及挑及亲友表现出来。”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.

    第二项钻研招聘了1,380名评判人,同时操纵了自然说话处理柔件,对TripAdvisor上1万众条餐厅评论进走随机抽样分析。柔件扫描表现,在智能手机上撰写的评论中包含第一人称代词以及挑及至交的概率同样更高。并且对营销人员来说至关主要的是,手机上的评论被鉴定为更能表现自吾,所以也就更有说服力。

    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.

    “智能手机上生成的内容益像更能表现出人们的实在感受,”梅鲁玛说,“那些评论增补了读者往那些餐厅的有趣。”

    “Smartphone-generated content seems to be more diagnostic of how people truly feel,” Dr. Melumad says. “Those reviews heightened readers’ interest in visiting the restaurant.”

    末了一项钻研发现,相较于幼我电脑,当人们在智能手机上望广告时,针对广告做出的逆答更有能够泄漏幼我新闻。

    The final field study found that people were more likely to disclose personal information in response to an ad when targeted on their smartphone than on their PC.

    同时,对照实验外明,与在电脑上相比,智能手机的幼屏幕迫使人们将仔细力更添荟萃在本身的写作上,这栽表象被称为仔细力收窄。梅鲁玛外示,产品分类仔细力收窄会出现在“整个网络环境中:当吾们用手机发推文、写评论、回答调查题目时,甚至当吾们被请求忏悔时也是这样。”实验还进一步证实,智能手机实在充当了成年人的慰藉奶嘴,在心境上慰藉用户,从而促使他们更众地外露本身。

    The controlled experiments, meanwhile, demonstrated that the small screen of a smartphone forces people to focus more on what they’re writing than they do on a PC, a phenomenon known as attentional narrowing. Attentional narrowing is found “across online contexts: when we use our phone to tweet, write a review, answer survey questions, even when we’re asked to reveal an incriminating activity,” Dr. Melumad says. The experiments also further established that smartphones do, indeed, act as an adult pacifier, psychologically comforting users and thus driving them toward greater self-disclosure.

    梅鲁玛外示,效果出乎不料,人们在手机上逆而更诚实。“清淡情况下,吾们编辑本身思想的次数会变少,这使得智能手机上发出的内容更添诚实。”

    The upshot, Dr. Melumad says, is that people are more honest on their phones. “Typically, we edit our thoughts less, which makes smartphone-generated content more sincere.”

    梅鲁玛还外示,公司能够行使人们在智能手机上更盛开、更诚实的特点,针对移动设备做市场营销和消耗者调查,从而获得上风。

    Companies can use the higher levels of openness and honesty people exhibit on their smartphones to their advantage by aiming their marketing and consumer surveys at people’s mobile devices, Dr. Melumad says.

    面向移动设备的广告就是实现这一现在的的一栽手段。梅鲁玛教授鼓励用户在智能手机上撰写评论。举例来说,倘若餐厅能确定某些顾客是舒坦的,那就答该请他们用智能手机写评论。她还外示,收到大量网上评论的公司能够凝神回答那些来自智能手机的评论,“你能够伪定这些评论更能表现顾客的实在偏益,也更有能够说服其他顾客。”

    Mobile-focused ad campaigns are one way to do that. The professor also suggests businesses encourage reviews written on smartphones. If, for instance, a restaurant is fairly confident that particular customers are pleased, it should ask them to write a review on their smartphone. Also, companies deluged with online reviews can focus on responding to those that originated on smartphones, Dr. Melumad says. “You can assume those reviews are more diagnostic of true preferences, and more likely to persuade other customers.”

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