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速溶咖啡在20世纪40年代出现,今天已经是家喻户晓。然而,在当时这种饮料的销路却不乐观。生产厂家请心理学家来研究人们为什么不接受速溶咖啡。心理学家首先用问卷调查法,那些不愿购买速溶咖啡的人们只是简单地回答“不喜欢这种咖啡的味道”。这种答案没有使厂家感到信服,他们认为肯定还有更深层的原因阻碍速溶咖啡的销路。后来,心理学家M.Haire使用了投射技术才找到人们拒绝速溶咖啡的真正原因。这次,心理学家不再直接问人们对这两种咖啡的看法如何,而是编了两张购物清单,分别发给一些家庭主妇,让她们描述一下这两张购物清单的“主妇”的特点和个性特征。结果,这些家庭主妇认为上面两个假想的主妇的个性特征有很大的差异。人们
Instant coffee appeared in the 1940s and is today a household name. However, the sales of such beverages were not optimistic at the time. Manufacturers ask psychologists to study why people do not accept instant coffee. Psychologists first use the questionnaire, and those who are reluctant to buy instant coffee simply reply “Do not like the taste of this coffee.” This answer did not convince the manufacturers, they think there must be a deeper reason to hinder the sale of instant coffee. Later, psychologist M. Haire used projection technology to find out the real reason why people refuse instant coffee. This time, psychologists no longer ask people directly what they think of both types of coffee. Instead, they compiled two shopping lists that were distributed to some housewives and asked them to describe the “housewives” of the two shopping lists Features and personality characteristics. As a result, these housewives think the personality characteristics of the two hypothetical housewives are quite different. people