内容简介
《聚焦》这一著作是由美国哥伦比亚大学著名的社会心理学博士海蒂·格兰特·霍尔沃森和心理学教授托瑞·希金斯共同完成的。两位通过对人们认知、情感、动机、目标等方面的深入研究，向人们提供了切实可行的人生指导。作者基于调节聚焦理论，分两个部分来诠释“聚焦”。第一部分为促进和预防，作者阐明了促进聚焦和预防聚焦的本质、特征及其作用，并进一步研究了这两种聚焦给人们生活带来的具体影响。第二部分为动机匹配，作者运用多个案例和实验来证明动机匹配的有效运用发挥着强有力的作用,如：打击青少年吸烟、禁止骗税……并给人们带来深远的影响。本次翻译实践节选书中第二部分的第十一、十二章节——在《影响力》的作用下、《动机匹配在营销中的运用》进行翻译。
第十一章主要讲述了除了罗伯特·西奥迪尼在他所著的《影响力》一书中指出的生活中指导人类行为的6个影响因素外，《聚焦》的作者发现了第7项因素，即动机匹配。也就是说，如果你的说话方式与受众的动机聚焦相匹配，那么你的言语会更有说服力，并赢得对方的信任。接着，作者列举了一系列例子证明了以上观点。最后，作者强调了良好的动机匹配的重要性。
第十二章首先综述了广告商利用动机匹配刊登广告来宣传产品，进而在整个竞争激烈的行业里获得竞争优势的现象。接着，阐述了广告商实现动机匹配的关键是创造匹配源。然后，运用案例和实验说明了动机匹配会影响人们的思想，激发人们的购买欲，开拓新的细分市场，增加人们对产品的忠诚度，影响人们的购买选择以及对所做选择的满意度。最后，作者就动机匹配在市场营销中发挥的强大作用做了总结，并鼓励从事广告业者加以有效运用,以便于加强广告的说服力。
INTRODUCTION
The book Focus is written by Heidi Grant Halvorson，a Doctor of Social Psychology and E. Tory Higgins，a professor of psychology, both of them are working at Columbia University. They provide people with practical and feasible life guidance by delving into people's cognition, emotions, motivations, goals and other aspects. This book is discussed based on the regulatory focus theory, and divided into two parts to interpret "focus". Part one is Promotion and Prevention. In this part, the authors explain the nature and features of the promotion and prevention focuses as well as how they work. In addition, researchers further study on the specific impact that the two focuses will bring to people in life. Part two is Motivation Fit. In this part, authors adopt a series of cases and experiments to prove the effective use of motivation fit can play a powerful role, such as fighting teen smoking, stopping tax cheats... and brings the sweeping influence to people. In this process, two chapters were chosen to be translated, namely Influence and To Market.
Chapter eleven mainly tells that besides six factors of influence in our daily life to direct human behavior, which is identified in Robert Cialdini's book named Influence, the authors of Focus offer a seventh factor, namely motivation fit. That is, if your style of message fits the motivation focus of the audience, your audience will find it more persuasive. Then, a number of examples illustrate that point. Finally, the authors highlight the significance of a good fit.
Chapter twelve firstly summarizes the fact that the advertisers apply motivation fit to the commercial ads, so that they can gain a competitive advantage in this crowded field. Secondly, the authors elucidate the key to realizing motivation fit is to create the sources of fit. Thirdly, cases and experiments are conducted to explain that motivation fit will affect your thinking, make you really want to purchase it, capture a new market segment, increase the customers' loyalty to the products, influence people's purchase choices as well as the satisfaction level of choices. Finally, the authors sum up a powerful role of motivation fit in marketing, and encourage people in the advertising business to effectively apply fit to make their ads more persuasive.
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