「幸福快樂」 能置入行銷嗎？
「幸福感」 能賣錢嗎？
答案是：Yes！ Yes！
云教主有憑有據、深入淺出，陪你一起看懂這篇文章唷 $ $ $ ️
考古題 100年 營運職 閱讀測驗 第二篇
Last fall, 80 of these type-A students at Stanford Graduate School of Business signed up for marketing professor Jennifer Aaker’s course called “Designing Happiness.” Aaker’s work is gaining attention not just in academia but also in corporate America; she has worked with AOL, Adobe, and Facebook, among other companies, helping them figure out how to use happiness to increase employees’ productivity and woo customers. If her hypotheses are correct, marketing happiness could be one of the few ways businesses can still appeal to people in a manner that feels authentic. “The idea of brands enabling happiness and providing greater meaning in the world is powerful,” Aaker says. “People have an aversion to anything that feels overly manufactured.”
Aaker, who studied psychology alongside marketing, has spent the past several years researching her subject: how people find happiness, keep it, manipulate it, and use it as a resource. Her research defines happiness as “a state of well-being characterized by emotions ranging from contentment to intense joy.” In the aftermath of financial crisis, national morale is low; marketers see the appeal of promising happiness along with their products.
Aaker’s students learned that the anticipation of a pleasurable experience feels as good as finishing an onerous task. They discovered that a meaningful experience often makes people happier than moments of pure pleasure. And they also learned that younger people feel happiest when they are excited, while older people equate happiness with peacefulness.
★ 云教主 攻略 ★
hypotheses 假設
authentic 真實的
aversion 厭惡
overly manufactured 過度人為製造
well-being 福利
contentment 滿足
intense joy 強烈喜悅
financial crisis 金融危機
national morale 國民士氣
marketer 行銷人員
anticipation 期待
pleasurable experience 愉快的經歷
onerous task 繁重的任務
meaningful experience 有意義的經歷
pure pleasure 單純享樂
equate 等同
peacefulness 平靜
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