一詞日曆：一杯星巴克幾十塊，真的值得嗎？心理學家這樣說
2019.07.14
週日 Sunday
perception
[pə'sepʃ(ə)n]
n.觀念
圖片來源：視覺中國
Is Starbucks Coffee of Better Quality?
星巴克咖啡質量更好嗎？
Blind taste tests have shown the average American prefers Dunkin Donuts or McDonald’s coffee to Starbucks coffee.
盲品測試顯示，比起星巴克，普通的美國人更喜歡唐恩都樂或麥當勞咖啡。
So why are so many people addicted to Starbucks? There is nothing extraordinary in their coffee beans, and no special coffee or extra ingredients that produce addiction aside from caffeine. Their success, and customers’ addiction with the brand does not come from the coffee…
那麼爲什麼還有這麼多人對星巴克上癮呢？他們的咖啡豆沒有什麼卓越的地方，除了咖啡因外，也沒有特別的咖啡或者額外的原料讓人上癮。他們的成功，以及顧客對他們品牌的着迷不是源自咖啡......
Coffee Experience is more Important than Actual Coffee Quality.
咖啡體驗比咖啡實際的質量更重要
Three main factors contribute:
三個主要因素起着作用：
1. Coffee Buying Experience. Howard Shultz (Starbucks Founder) spent a lot of effort not only in the beverage itself but in the entire coffee buying experience.
1.購買咖啡的體驗。霍華德·舒爾茨（星巴克創始人）不僅在飲料本身花了大力氣，還在整個咖啡購買體驗上下功夫。
This is why Starbucks locations around the world consistently have a good atmosphere, indirect lighting, relaxing music in the background, great aromas, and friendly ‘baristas‘.
這就是爲什麼星巴克在全球的門店都一致擁有美好的氣氛、柔和的燈光、令人放鬆的背景音樂、絕妙的香氣以及友好的咖啡師。
2. Personal Reward . Psychologists believe a big part of Starbucks’ success comes from the desire to reward yourself. Before a long day of work, you deserve to treat yourself to a nice Grande Cappucino. It’s a little daily splurge that most people can afford.
2. 個人獎賞。心理學家相信，星巴克的成功很大一部分是來源於犒勞自己的願望。在一天漫長的工作前，你理應用一大杯卡布奇諾犒勞自己。這是大多數人每天都能承擔得起的揮霍。
Behavioral psychologist Dan Ariely has proven how our brain tricks us into enjoying things more if we believe they are better.
行爲學家丹·埃雷利已證明，如果我們相信某些東西更好的話，我們的大腦就會欺騙我們，讓我們更享受這些東西。
This means that even if the coffee at Starbucks is not actually scientifically better than the average coffee, the combination of the brand, the experience and your belief that it is probably better makes your brain actually taste it as better coffee and enjoy it more than an average coffee.
這就意味着即使星巴克的咖啡實際上沒有普通咖啡好，品牌、體驗和你相信星巴克咖啡更好的思想讓你的大腦覺得咖啡真的更好喝，也比普通咖啡更爲享受。
This is why blind tests are important, because your taste buds will go with your brain bias.
這就是爲什麼盲品咖啡很重要，因爲你的味蕾跟着大腦的偏見走。
In other words, perception is reality.
換句話說，感受即是現實。
liarity – When you are running to work, and you need your morning Joe, it is hard to think about multiple coffee shops, evaluate them and decide on one.
3.熟悉度。當你奔去工作時，需要早晨的咖啡，很難想到多家咖啡店、評價它們並挑選一家。
The default answer to ‘morning coffee’ is ‘Starbucks’. This is the power of branding and positioning.
“早晨咖啡”的默認答案就是“星巴克”。這就是品牌和定位的力量。
今日詞彙
perception
[pə'sepʃ(ə)n]
n.觀念
文中” perception is reality”，感知即現實。
a person of extraordinary perception 洞察力非凡的人
He is interested in how our perceptions of death affect the way we live.
他感興趣的是我們對死亡的看法如何影響我們的生活。
