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时间的浪费会削弱回访行为。

Lost time undermines return behavior.

作者信息

Hagen Linda, O'Brien Ed

机构信息

Department of Marketing, University of Illinois Chicago, 601 S. Morgan St., Chicago, IL 60607, USA.

Department of Behavioral Science, University of Chicago Booth School of Business, 5807 S. Woodlawn Ave., Chicago, IL 60637, USA.

出版信息

PNAS Nexus. 2025 Jun 24;4(6):pgaf156. doi: 10.1093/pnasnexus/pgaf156. eCollection 2025 Jun.

Abstract

People commonly experience long gaps of time between getting to do things they love to do. In principle, the longer it has been since people last enjoyed something, the quicker they should jump at the chance to enjoy it again. In practice, five experiments reveal a case of the opposite: The longer since people's last enjoyable experience, the more they returning-in part because they demand their return be "extra special" to offset the wait. This effect emerged across many controlled parameters. For example, participants chose to avoid contacting close friends after large vs. small gaps in contact, all else equal-a choice that undermined their immediate happiness. This effect further extended to COVID-19 contexts, regarding people's returns from lengthy shutdowns: Somewhat nonobviously, we found that participants delayed returning to everyday activities (as opposed to jumping back at their first sufficiently good chance) if it meant that they could better mark the occasion. Finally, this effect was uniquely attenuated by helping participants reconstrue any chance to return as "extra special." Together, these findings suggest that time delays create psychological barriers to returning, which people self-impose. People may increasingly contacting loved ones, getting back into rewarding hobbies, and so on, the it has been since last time, promoting vicious cycles of deferment. Motivating people to return to experiences that would enhance their immediate happiness-experiences they still want to have and are now theirs to take-may be surprisingly difficult.

摘要

人们通常会在能够去做自己喜欢的事情之间经历很长的时间间隔。原则上,人们上次享受某件事情以来的时间越长,他们就应该越快抓住再次享受它的机会。但实际上,五项实验揭示了相反的情况:人们上次愉快经历以来的时间越长,他们就越推迟回归——部分原因是他们要求回归要“格外特别”,以弥补等待的时间。这种效应在许多可控参数中都出现了。例如,在其他条件相同的情况下,参与者在与亲密朋友联系的间隔时间长与短之后,选择避免与亲密朋友联系——这种选择破坏了他们当下的幸福感。这种效应进一步扩展到新冠疫情背景下,涉及人们从长时间封锁中回归的情况:有点出人意料的是,我们发现,如果这意味着他们可以更好地纪念这个时刻,参与者会推迟回归日常活动(而不是在第一个足够好的机会就立刻回归)。最后,通过帮助参与者将任何回归的机会重新诠释为“格外特别”,这种效应被独特地减弱了。总之,这些发现表明,时间延迟会造成人们自我施加的回归心理障碍。人们上次做某件事以来的时间越长,他们可能会越来越推迟与所爱的人联系、重新投入有益的爱好等等,从而形成推迟的恶性循环。激励人们回归那些能提升他们当下幸福感的经历——那些他们仍然想要拥有且现在可以去做的经历——可能出奇地困难。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/7a17/12199251/0d7f5cb9cd8a/pgaf156f1.jpg

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