考研阅读精选：金钱心理：隐喻来袭时！
『人们习惯于用隐喻的方式，以简单概念为基础去理解一个复杂的概念。在纷繁的世界中，这不失为一种勉强过关的有效方式。但用这种思维来处理财政问题，就会使我们误入歧途。』Psychology of Money ：When Metaphors Attack!
金钱心理：隐喻来袭时！
June 16th 2011 | from Time
Not too long ago, two University of Toronto professors, Chen-Bo Zhong and Geoff Leonardelli, conducted a study in which some participants were asked to recall a time they’d been socially excluded, while others were asked to remember a time they were welcomed. When later asked to estimate the temperature of the room they were in, those who’d recalled being ostracized thought it was significantly cooler. So, apparently, we take the phrase “cold and lonely” quite literally.
In a second study, Zhong and Leonardelli had subjects play a computerized ball-tossing game, ostensibly with other participants. But the game was rigged so that some subjects were “thrown” the ball repeatedly while others were ignored. When later asked to fill out a marketing survey, those ignored in the game rated warm food and beverages (coffee, soup) as more desirable than cold or neutral items (Coke, crackers). Yes: we really feel cold when we’re lonely, so we seek out warmer snacks.
Studies like these show that humans are wired to think in metaphors. The only way we can understand complex concepts is to ground them in simpler ones. Do you see what we mean? We bet you do, since we purposely didn’t ask if you understand what we mean. That’s because “understanding” is complex, while “seeing” is simpler. For similar reasons, people refer to appealing notions as “bright” ideas, because seeing is easier when illumination is greater.
This tendency to ground complex concepts in simpler metaphors has had a notable influence on current thinking about the federal budget. Politicians often say that the federal government should do “what every family has to do — balance its books.” Once again we see the grounding of a complex concept (the federal budget) in something much simpler (household budget). But should our thoughts about the government’s fiscal policy really be guided by what ordinary households should do? (Never mind that so many U.S. households are awash in debt.) The U.S. economy is a complex, dynamic system with each action having the potential for all sorts of reverberating and counterintuitive effects. When times are rough and jobs uncertain and scarce, it makes sense for many households to cut back. But with so many households cutting back, overall demand generally shrim�ky"http://kaoyan.koolearn.com/zhuanshuo/mt/" target="_blank">mtzLCBhbmQgc28gaXQgbWlnaHQgYmUgd2lzZSBmb3IgZ292ZXJubWVudCB0byBwcm92aWRlIHRoZSBzdGltdWx1cyBuZWNlc3NhcnkgdG8gcHJldmVudCBmdXJ0aGVyIGNvbnRyYWN0aW9uLiBPciBtYXliZSBub3QuIEJ1dCB3aXRoIHRoZSBVLlMuIGVjb25vbXkgc3R1Y2sgaW4gbmV1dHJhbCwgeW91IGNvdWxkIGF0IGxlYXN0IG1ha2UgYSBjb21wZWxsaW5nIGNhc2UgdGhhdCBlYXJsaWVyIHN0aW11bHVzIGVmZm9ydHMgd2VyZSB0b28gd2VhaywgYW5kIHRoYXQgdGhlIGJlc3QgY291cnNlIG9mIGFjdGlvbiB3b3VsZCZyc3F1bzt2ZSBiZWVuIHRvIGNhcmUgbGVzcyBhYm91dCBhY3RpbmcgbGlrZSBhbiBpbmRpdmlkdWFsIGhvdXNlaG9sZCBpbiB0aGUgc2hvcnQtdGVybS4gSW5zdGVhZCwgYSBtdWNoIHN0cm9uZ2VyIHNob3J0LXRlcm0gc3RpbXVsdXMgY29tYmluZWQgd2l0aCBsb25nLXRlcm0gYnVkZ2V0IHJlc3RyYWludCBtYXkgaGF2ZSBiZWVuIG1vcmUgZWZmZWN0aXZlIChhbmQgbWF5IHN0aWxsIGJlKS48L3A+PHA+44CA44CAV2UgYXJlIG5vdCB0aGUgZmlyc3QsIG9mIGNvdXJzZSwgdG8gYXJndWUgZm9yIGFnZ3Jlc3NpdmUgYW5kIHJvYnVzdCBhY3Rpb24gdG8gY29tYmF0IHRoZSAyMDA4IGVjb25vbWljIGRvd250dXJuLiBBbmQgd2UgYXJlIGNlcnRhaW5seSBub3QgbWFjcm9lY29ub21pc3RzLiBCdXQgd2UgZG8gd2FudCB0byBwb2ludCBvdXQgd2h5ICZsZHF1bztjbGVhciZyZHF1bzsgdGhpbmtpbmcgKG5vdGUgdGhlIG1ldGFwaG9yKSBhYm91dCB0aGUgc3ViamVjdCBjYW4gYmUgc28gZGlmZmljdWx0LiBUaGUgbWluZCB3b3JrcyBpbiBtZXRhcGhvcnMuIFdlIGFuY2hvciBvdXIgdW5kZXJzdGFuZGluZyBvZiBjb21wbGV4IHN5c3RlbXMgYW5kIGlkZWFzIGluIHNpbXBsZXIgdGVtcGxhdGVzICZtZGFzaDsgc29tZXRpbWVzIGluIHRlbXBsYXRlcyB0aGF0IG9ic2N1cmUgcmF0aGVyIHRoYW4gZW5saWdodGVuLjwvcD48cD7jgIDjgIBUaGUgc2FtZSBwcm9ibGVtIGV4aXN0cyBpbiBwZXJzb25hbCBmaW5hbmNlLCBlc3BlY2lhbGx5IGluIHJlZ2FyZHMgdG8gaW52ZXN0aW5nLiBGb3IgZXhhbXBsZSwgbWFueSBleHBlcnRzIGFuZCBtb3N0IGFtYXRldXJzIGxvdmUgc3BvdXRpbmcgc29tZSB2ZXJzaW9uIG9mIGEgc2ltcGxlIGFkYWdlIHRoYXQgc2F5cyB0byAmbGRxdW87aW52ZXN0IGluIHdoYXQgeW91IGtub3csJnJkcXVvOyB3aGljaCBzb3VuZHMgc21hcnQgYnV0IHVzdWFsbHkgZW5kcyB1cCBtZWFuaW5nIHRoYXQgYS4pIHRoZXkgZm9jdXMgb24gY29tcGFuaWVzIHdob3NlIHByb2R1Y3RzIG9yIHNlcnZpY2VzIHRoZXkgYnV5OyBvciBiLikgdGhleSBpbnZlc3Qgd2F5IHRvbyBtdWNoIG1vbmV5IGluIHRoZSBzaGFyZXMgb2YgdGhlaXIgZW1wbG95ZXIsIHByZXN1bWluZyB0aGF0IHRoZSBleHBlcmllbmNlIG9mIHdvcmtpbmcgZm9yIFhZWiBUZWNoIGdpdmVzIHRoZW0gc3BlY2lhbCBpbnNpZ2h0IGludG8gdGhlIHZhbHVhdGlvbiBvZiBYWVogVGVjaCZyc3F1bztzIHNoYXJlcy4gSXQgcmFyZWx5IGRvZXMsIGJ1dCB0aGUgdGVuZGVuY3kgdG8gb3JnYW5pemUgb3VyIHRob3VnaHRzIGluIG1ldGFwaG9ycyBhbmQgdG8gcmVuZGVyIGNvbXBsZXggaWRlYXMgaW4gc2ltcGxlIHRlcm1zIGZvb2xzIHBlb3BsZSBpbnRvIHRoaW5raW5nIHRoZXkgY2FuIGJlYXQgbWFya2V0cyB3aXRoIGEganVzdCBhIGZldyBzaW1wbGUgcnVsZXMuIEluIHJlYWxpdHksIHRoZSBhdmVyYWdlIGludmVzdG9yIHRyeWluZyB0byBjb21wZXRlIHdpdGggV2FycmVuIEJ1ZmZldCBvciBCaWxsIEdyb3NzIGlzIGxpa2UgdGhlIGF2ZXJhZ2Ugd2Vla2VuZCB3YXJyaW9yIHRyeWluZyB0byBiZWF0IEtvYmUgQnJ5YW50IG9yIEFkcmlhbiBQZXRlcnNvbi4gSG93JnJzcXVvO3MgdGhhdCBmb3IgYSBtZXRhcGhvcj8gKDY4MyB3b3Jkcyk8L3A+PHA+5paH56ug5Zyw5Z2A77yaPGJyIC8+PGEgaHJlZj0="http://moneyland.time.com/2011/06/16/when-metaphors-attack-or-why-we-use-them/">http://moneyland.time.com/2011/06/16/when-metaphors-attack-or-why-we-use-them/
附件：【新东方绿宝书】真题同源时文泛读2011-06-16
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