英語四級翻譯：那些復雜到讓你困惑的簡單小事(3)

英語四級翻譯：那些復雜到讓你困惑的簡單小事(3)

3.We Enjoy Things For Reasons Other Than Enjoyment

我們喜歡某些事物是出于理性而非快樂

Enjoyment is a weird thing because it's so subjective-for every person who loves a given food, song, or movie, there's another person who adamantly hates it. You'd think that the reason we enjoy things is because it feels good in some way, but scientists have conclusively proven that that's only half the story.

快樂是一件很奇怪的事，因為它太主觀了-每個人都有自己的喜好，一個人喜歡的食物，歌曲和電影，另一個人卻打死也不會喜歡。你會認為，我們喜歡某些事物是因為在某種程度上，我們會感到愉悅，但是科學家已經完全證實這只是事實的一半。

For example, people can be fooled into thinking they love a certain food or wine just by telling them it's really expensive. The same can be said for objects-people will instinctively choose an expensive product over a cheaper one purely because of the price. Enjoyment is barely even a factor. In marketing, this is known as the "Chivas Regal effect," named for the scotch of the same name which saw sales explode after they simply raised the price of their product.

比如，只要告訴人們某種食物或酒非常昂貴，他們就會上當，認為自己真的喜歡這種食物或酒。對于物品，這也同樣適用-天性使然，人們會選擇昂貴的而不是便宜的產品，這純粹是由于價格的緣故?？鞓飞踔羶H僅是一個因素。在營銷中，這被稱為"芝華士效應，"是根據同名威士忌酒來命名的-僅僅在該公司提高其產品價格之后，銷售量就激增了。

To further illustrate the point, there's a famous experiment where wine experts were fooled into thinking a cheap bottle of wine was an exceptional vintage just by switching the labels. Their enjoyment of the product wasn't based on some deeply held love and appreciation of wine-it was based entirely on the fact that they were told it was good wine. Which, to be honest, is much easier.

為了進一步證明這一點，還有一個很著名的實驗。在這個實驗中，葡萄酒的標簽被換掉，品酒專家就信以為真，將這種便宜的葡萄酒當作了一種頂級的葡萄酒。他們自這種產品而得的快樂并不是源于對酒根深蒂固的愛與欣賞-而是完全基于這樣一個事實：有人告訴他們這種葡萄酒很好。坦白地講，這要容易得多。

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