商品明細

我們的購買行為正在迅速轉向互聯網，廣告界和媒體的變革及線上行銷的新趨勢，特別是透過心理測試和A/B測試對消費者進行線上說服。提醒智能手機遊戲化設計的危險性，呼籲保持對價值觀和目標的警覺，避免過度沉迷於數位設備，確保我們在數位時代保持理性思考和自我控制的重要性，並思考我們如何適應和應對這些變化和科技的影響，並尋找自己的真正價值觀和目標。

幾十年來，廣告界使用海報、平面廣告和電視廣告等媒體來吸引顧客，現在，這個行業已經發生了翻天覆地的變化，媒體越來越多地透過互聯網消費，新的廣告方式正在潛移默化地影響著人們。
“線上說服”是指利用行為心理學的進步進行線上行銷，這包括基礎廣泛的心理測試，即所謂的 A/B 測試，每個上網的人都會在不知情的情况下自動參與許多這樣的測試，幾乎每個網上商店都會進行這些操作，臉書、谷歌和亞馬遜等互聯網公司也是如此。如果產品出現在屏幕 A 或屏幕 B 上，它是否更有可能銷售嗎？是更頻繁的點擊淺色還是深色的“購買”按鈕？所有這些因素都會影響我們的購買行為，並且可以在網上進行衡量，購買習慣也與天氣等因素明顯相關。
心理學家和科技行業內部人士都看到了智能手機設計方式日益“遊戲化”的危險，它存在的問題是什麼？它們會上癮，就像癮君子一樣，面對網路為我們提供的無限可能性，我們會沉迷於設備，忽視我們的實際價值觀和目標，我們對未來可以做些什麼呢？

For decades, the world of advertising used such media as posters, print ads and TV-commercials to attract customers. Now, the industry has changed radically. Media are increasingly consumed over the internet, where new advertising methods are subtly influencing people.
"Online persuasion" is the term for a branch of online marketing that makes use of advances in behavioral psychology. This includes broad-based psychological tests, the so-called A/B tests. Everyone who goes online automatically takes part in many such tests – without knowing it. Almost every web shop conducts them, as do internet corporations like Facebook, Google and Amazon. Is a product more likely to sell if it is presented on screen A or screen B? Is a lighter or a darker "buy" button clicked more often? All these factors influence our buying behavior and can be measured online. Buying habits have also been clearly linked to such factors as weather.
Psychologists and tech industry insiders alike see a danger in the increasing “gamification” in the way our smartphones are designed. The problem? They are addictive. Like addicts, we are glued to the devices and lose sight of our actual values and goals in the face of the overwhelming possibilities the web offers us. What can we do about it?

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一部啟發性的紀錄片，解讀行銷策略的調查，商業行銷中存在的性別差異化和色彩刻板印象的問題，廠商根據性別對產品進行區分，以對其適用不同的價格，性別行銷是造成這種價格差異的原因且影響了很多行業，在消費模式中它扮演什麼角色，製造商是否在銷售價格上實行經濟歧視？提醒消費者要對這些影響保持警覺，而不是被商品設計師和廣告策略所左右，呼籲消費者應該更加自主地思考自己的選擇，了解自己的現實需求和價值觀，做理性的消費選擇，並對商業行為模式保持批判性思維。

粉紅色或藍色—與新生兒病房中的嬰兒不同，商店中的成年消費者可以自己決定他們喜歡哪種顏色：至少這是假設。但實際上，當我們購物時，我們自己被產品設計師和廣告策略決定的程式碼所引導，更具體的產品定制有助於製造商提高銷售額，例如，向男性和女性建議他們需要不同的除臭劑、沐浴露或護髮產品，這種完全控制個人衛生產品市場的差異化為製造商帶來了收益，需求隨著差異化產品的增加而增加—研究顯示，女性產品基本上更貴。商品世界中的這種性別分化始於出生，粉紅色代表女孩，藍色代表男孩的概念在玩具店尤其適用，通常，有些物品會被買兩次—畢竟，沒有父母願意把姐姐的粉紅色滑板車送給兒子。
一位社會心理學家揭露了性別差異程式碼的暴政，一位行銷專家解釋了支撐它們的商業模式，化妝品行業代表也有發言權—畢竟，性別塑造在這個行業尤其有效。在一個例子中，我們看到一家公司如何在拒絕性別行銷機制的情況下仍然獲得良好的利潤。
尤其重要的是，這取決於我們消費者，除了更貴之外，粉紅色對女孩來說一點也不自然，它恰好賣得很好。

Pink or blue – unlike babies in neonatal units, adult consumers in a store can make their own decision which color they prefer: At least that’s the assumption. But in reality, when we’re shopping we allow ourselves to be led by codes determined by product designers and advertizing strategies. More specific product tailoring helps manufacturers boost sales figures. For example, suggesting to men and women that they need different deodorants, shower gels or hair care products. This differentiation, which has total control over the market for personal hygiene products, pays off for manufacturers. Demand increases with the differentiated offering – and research shows that products for women are basically more expensive. This gender split in the commodity world starts at birth. The pink-for-girls, blue-for-boys concept works especially well in the toy shop. Often, some items will be bought twice – after all, no parent wants to give their son his big sister’s pink scooter.
A social psychologist reveals the tyranny of gender-differentiated codes, and a marketing expert explains the business model that underpins them. Cosmetic industry representatives also have their say – after all gender maketing is highly effective in this sector in particular. And in one example, we see how a company still turns a good profit despite rejecting the mechanisms of gender marketing.
Not least, it’s down to us consumers. Quite apart from being more expensive, there’s nothing natural about pink for girls. It just happens to sell very well.
 

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人們在購買環保產品時要保持理性，不僅僅依賴生態標籤，而是要深入了解產品的生產過程和供應鏈，並將消費限制在真正需要的商品上。同時，呼籲我們反思和改變自己的消費行為，並減少整體消費的方法，以實現真正的環保目標，為環境和社會做出積極的貢獻而達到永續消費。

在許多國家很容易找到帶有環保生態標籤的產品，它們是如此普遍，以至於憑良心購物似乎很容易。 消費者以更高的價格購買帶有環保生態標籤或產品是用回收材料製成的標誌的巧克力、魚、衣服和紙製品。
但僅僅因為某些東西被貼上了生態友好的標籤並不意味著它就是生態友好的，仔細觀察就會發現，木材和紙張對環境的危害比我們想像的要大，事實上，幾乎每條被認為是透明的供應鏈都有其問題，儘管這些問題通常不會損害環保生態標籤的聲譽，這要歸功於淡化的標準和巧妙的行銷。
這些做法已被活動家、環保主義者和希望看到改變的製造商所呼籲，其中包括奧地利巧克力製造商 Josef Zotter，他說“公平貿易”不夠公平，他希望監管更進一步。
當然，並不是每個人都買得起由漂浮在海洋中的“幽靈網”製成的專屬生態泳裝，但這類產品背後是有理性的，專家們一致認為，將我們的消費限制在永續生產的產品上是不夠的，他們說，我們還需要減少整體消費，那麼，消費者應該問自己的第一個問題是，他們是否真的需要一件商品，只有這樣的心態，我們才能開始問心無愧地消費。

Products with an eco-label are easy to find in many countries. They’re so common that it seem like it’s easy to shop with a clear conscience. For a higher price, consumers can buy chocolate, fish, clothes and paper goods with an eco-label or the logo indicating the product was made with recycled material. 
But just because something has been labeled as ecologically friendly does not mean that it is. A closer look reveals that wood and paper are more harmful to the environment than we believe. In fact, almost every supposedly transparent supply chain has its problems – although these typically do not damage the reputation of the eco-label, thanks to watered-down standards and clever marketing.
These practices have been called out by activists, environmentalists and by manufacturers who want to see change. Among them is Austrian chocolatier Josef Zotter, who says "fairtrade" isn't fair enough, and who wants regulations to go further.
Of course, not everyone can afford exclusive ecological swimwear made from "ghost nets" floating in the oceans. But there is a rational behind such products. Experts agree that limiting our consumption to sustainably produced products isn’t enough. They say we also need to reduce consumption overall. The first question consumers should ask themselves, then, is whether they really need an item. Only with this mindset can we begin to consume with a clear conscience.

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