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shanni来看看试吃这个是原文么?
Consider an experience that most people are familiar with: sampling food items in a grocery
store. If a food sample tastes good, the following question arises: Is the pleasure that
consumers experience, and therefore their subsequent preference for the sample, stronger if
they are distracted while tasting the item than if they are paying attention while tasting the
item? Thus, from marketers' perspectives, the following question arises: Would it be better to
have a protocol at the sampling station that distracts consumers, or should marketers try to
focus consumers' attention on the experience while they taste the food product?
Although the focus of this research is on pleasure rather than on pain, several researchers have
noted the overlap in neural substrates that are activated by pleasurable and aversive stimuli.
Therefore, it is possible that findings in the domain of pain apply to the domain of pleasure as
well. A robust but counterintuitive finding in research on pain is that that the intensity of the
somatosensory experience is actually greater when a person is distracted rather than paying
attention to specific aspects of the experience. If such findings in the domain of pain also apply
to the domain of pleasure, the effects of distraction in the domain of pleasure may also run
counter to intuition and to the opinions of the marketing experts whom we surveyed. Specifically,
if findings in the domain of pain are consistent with those in the domain of pleasure, distraction
(versus paying attention) while tasting a food sample should actually increase the intensity of the
pleasure experienced and therefore increase subsequent preferences for the sampled option.
A major goal of this research was to identify the key influences on the choice of a sampled food
item. We did this by focusing on a common issue in food sampling, namely, that the consumer is
often distracted (e.g., by others, looking at information, his or her own thoughts) while tasting
the sampled product. In examining how distractions could affect whether the sampled item was
or was not chosen, we found support for a dual-process model of food sampling, which derives
from work on the interplay of affect and cognition in decision making. This model proposes that
two major components influence the choice of a sampled food item: an informational component
and an affective component. These two inputs combine to influence the amount of pleasure that
a person experiences when tasting a food sample, and this pleasure can then translate into
choice. According to this model, the affective component is associated with automatic processes
and is not affected by levels of distraction. In contrast, the informational component is
associated with controlled processes and is affected by distractions. |
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