Chaptrer 7
Putting the Future on Sale:The Economics of Instant ?Gratification
出售未來(lái)： 及時(shí)享樂(lè)的經(jīng)濟(jì)學(xué)
PUTTINGTHE ?FUTURE ON SALE 出售未來(lái)
UNDER THE MICROSCOPE:HOW ARE YOU DISCOUNTING FUTURE REWARDS?
深入刨析： 你給未來(lái)的獎(jiǎng)勵(lì)打了幾折
BLINDED BY REWARD 被獎(jiǎng)勵(lì)蒙蔽雙眼
WILLPOWER EXPERIMENT: WAIT TEN MINUTES 意志力實(shí)驗(yàn)： 等待10分鐘
THE TEN-MINUTE RULE HELPS A SMOKER CUT BACK “10分鐘法則”幫助煙民減少吸煙
words and phrases
(1) deprive ?[d?'pra?v]
vt. 使喪失骑歹，剝奪
過(guò)去式 deprived,過(guò)去分詞 deprived,現(xiàn)在分詞 depriving
deprive sb of sth
原句：They deprived themselves of what they really wanted for the fleeting（飛逝的，轉(zhuǎn)瞬的） satisfaction of a quick fix（權(quán)宜之計(jì)）.
仿寫(xiě)：The government can't deprive the rights of the child going to school, no matter where they were born.
(2) institute ['?nst?tju?t]
vt. 開(kāi)始（調(diào)查）不皆；制定怖喻；創(chuàng)立荠列；提起（訴訟）
n. 學(xué)會(huì)昼丑，協(xié)會(huì)卵洗；學(xué)院
過(guò)去式 instituted涧窒，過(guò)去分詞 instituted心肪，現(xiàn)在分詞 instituting
原句：For a cooler, wiser brain, institute a mandatory（強(qiáng)制的） ten-minute wait for any temptation.
仿句：I hope you can institute some new rules for the research institute.
(3) flip [fl?p]
vt. 擲；輕擊
vi. 用指輕彈纠吴；蹦跳
adj. 無(wú)禮的硬鞍；輕率的
n. 彈；筋斗
過(guò)去式 flipped戴已，過(guò)去分詞 flipped固该，現(xiàn)在分詞 flipping
原句：Flip the rule to “Do ten minutes, then you can quit.”
仿句：We flipped a coin to see who would go first.
(4) tackle ['t?k(?)l]
n. 滑車；裝備糖儡；用具伐坏；扭倒
vt. 處理；抓孜樟桦沉；固定每瞒；與…交涉
vi. 扭倒；攔截?fù)屒?/p>
過(guò)去式 tackled纯露，過(guò)去分詞 tackled剿骨，現(xiàn)在分詞 tackling
原句:When “never againr: seems too overwhelming(壓倒性的) a willpower challenge to tackle, use the ten-minute delay rule to start strengthening (強(qiáng)化，加固)your self-control.
仿寫(xiě)：I'm sure our team can ?tackle the problem as soon as possible.
(5) evolve [?'v?lv]
vt. 發(fā)展埠褪，進(jìn)化浓利；進(jìn)化；使逐步形成组橄；推斷出
vi. 發(fā)展荞膘，進(jìn)展；進(jìn)化玉工；逐步形成
susceptible [s?'sept?b(?)l]
adj. 易受影響的羽资；易感動(dòng)的；容許…的
n. 易得病的人
原句:One reason we re so susceptible to immediate gratification is that our brain’s reward system did not evolve to respond to future rewards.
仿句：She has evolved its own style of teaching with the constantly learning new things.
仿句：Most of women have a susceptible heart.
Sentence
（1）
But all too often, we use our fancy brains not to make the most strategic decisions, but to give ourselves permission to act more irrationally. TThat's because a big prefrontal cortex is good at more than self-control. It can also rationalize bad decisions and promise we ll be better tomorrow.But we humans have all sorts of mental tricks for convincing ourselves that the time to resist temptation is tomorrow-and so we of the gigantic prefrontal cortices find ourselves giving in again and again to immediate gratification.
但通常情況下遵班，我們想象力豐富的大腦不會(huì)作出最有戰(zhàn)略性的決定屠升，而是讓我們表現(xiàn)得像是失去了理性。這是因?yàn)橄林＃邦~皮質(zhì)最擅長(zhǎng)的不是自控腹暖。它會(huì)為錯(cuò)誤的決定尋找借口，向我們承諾明天會(huì)更好翰萨。人類總有各種各樣的花招脏答，讓自己相信抵抗誘惑是明天的事情。因此亩鬼，擁有巨大前額皮質(zhì)的我們殖告，會(huì)一再屈服于即刻的滿足感。
Whether we look to economics, psychology, or neuroscience for an explanation, many of our problems with temptation and procrastination come back to one uniquely human problem: how we think about the future.
無(wú)論我們是從經(jīng)濟(jì)學(xué)雳锋、心理學(xué)還是從神經(jīng)科學(xué)領(lǐng)域?qū)ふ医忉尰萍ǎ罱K這些有關(guān)誘惑和拖延的問(wèn)題都會(huì)歸結(jié)到一個(gè)人類特有的問(wèn)題上——我們?nèi)绾慰创磥?lái)。
—— ?啟 ?發(fā) ① ——
讀到這里玷过，我驚詫于前額皮質(zhì)的不可思議爽丹，所以刻意了解了一下，人的大腦有個(gè)重要的區(qū)域叫腦前額葉辛蚊，主管包括記憶粤蝎、判斷、分析袋马、思考初澎、操作，經(jīng)過(guò)教育之后的人飞蛹，這里會(huì)出現(xiàn)很多高級(jí)的情感谤狡，比如喜悅灸眼、愛(ài)。腦前額葉受損傷的人沒(méi)有能力發(fā)起和實(shí)現(xiàn)有目的墓懂、有計(jì)劃的行為活動(dòng),焰宣，也就沒(méi)有什么創(chuàng)造性可言。大量臨床觀察表明捕仔，大腦前額葉損傷的主要癥狀是：不能集中注意力進(jìn)行觀察和思考問(wèn)題匕积，更不能進(jìn)行周密的邏輯推理，對(duì)突發(fā)事件束手無(wú)策榜跌，對(duì)事物總是健忘闪唆，行為反應(yīng)遲緩，性格偏執(zhí)钓葫、孤僻悄蕾、情緒波動(dòng)、喜怒無(wú)常.....小小大腦础浮，大大神奇帆调，大腦里面實(shí)在蘊(yùn)藏著太多的奧妙，大腦地圖需要我們?nèi)ヌ剿?..很多時(shí)候豆同，會(huì)發(fā)現(xiàn)這個(gè)世界上沒(méi)有獨(dú)立的學(xué)科番刊，各個(gè)學(xué)科都是相輔相成的，而我們要做的影锈，就是在大腦還不斷活躍的當(dāng)口廣泛涉獵芹务，擴(kuò)展知識(shí)地圖，構(gòu)建學(xué)科體系鸭廷。所以枣抱，回頭想想，文理科分科這件事情是多么不符合常理靴姿，不過(guò)好的是很多省已經(jīng)逐步取消文理分科了沃但。其實(shí)閱讀的收獲不僅僅在于閱讀本身磁滚，還在于我們通過(guò)作者的思維去延展我們自身的知識(shí)體系佛吓。
大腦，一個(gè)神奇的存在垂攘，我要和你做好朋友维雇！
（2）
They deprived themselves of what they really wanted for the fleeting satisfaction of a quick fix.Economists call this delay discounting-the longer you have to wait for a reward, the less it is worth to you. Even small delays can dramatically lower the perceived value.
為了迅速得到瞬間的快感，他們忘記了自己真正想要的東西晒他。等待獎(jiǎng)勵(lì)的時(shí)間越長(zhǎng)吱型，獎(jiǎng)勵(lì)對(duì)你來(lái)說(shuō)價(jià)值越低,經(jīng)濟(jì)學(xué)家稱之為“延遲折扣”。很小的延遲就能大幅降低你感知到的價(jià)值陨仅。
We only prefer the short-term, immediate reward when it is right there staring us in the face, and the want becomes overwhelming. This leads to bounded willpower.One reason we re so susceptible to immediate gratification is that our brain’s reward system did not evolve to respond to future rewards.Food was the reward system’s original target, which is why humans are still exceptionally responsive to the smell or sight of anything yummy.
但當(dāng)我們和誘惑正面交鋒的時(shí)候津滞，我們只愿意選擇短期的铝侵、即時(shí)的獎(jiǎng)勵(lì)，這種欲望是無(wú)可抵擋的触徐。這就帶來(lái)了“有限意志力”咪鲜。我們會(huì)這么容易選擇即刻的滿足感，原因之一在于撞鹉，我們大腦的獎(jiǎng)勵(lì)系統(tǒng)還沒(méi)有進(jìn)化到能對(duì)未來(lái)的獎(jiǎng)勵(lì)作出回應(yīng)疟丙。食物是獎(jiǎng)勵(lì)系統(tǒng)最原始的目標(biāo)，這就是為什么人類仍然會(huì)在聞到或看到美食時(shí)變得特別敏感鸟雏。
When our modern selves contemplate immediate versus future rewards, the brain processes these two options very differently. The immediate reward triggers the older, more primitive reward system and its dopamine-induced desire. Future rewards don’t interest this reward system so much.As soon as there is any distance between you and the temptation, the power of balance shifts back to the brain’s system of self-control.Anything you can do to create that distance will make it easier to say no.
作為現(xiàn)代人享郊，我們?cè)跈?quán)衡“即時(shí)獎(jiǎng)勵(lì)”和“未來(lái)獎(jiǎng)勵(lì)”時(shí)，大腦處理選項(xiàng)的方式相當(dāng)不一樣孝鹊〈读穑“即時(shí)獎(jiǎng)勵(lì)”會(huì)激活更古老、更原始的獎(jiǎng)勵(lì)系統(tǒng)又活，刺激相應(yīng)的多巴胺產(chǎn)生欲望温自。“未來(lái)獎(jiǎng)勵(lì)”則不太能激活這個(gè)獎(jiǎng)勵(lì)系統(tǒng)皇钞。一旦你和誘惑之間有了距離悼泌，大腦的自控系統(tǒng)就會(huì)重新掌控局面。只要你能創(chuàng)造一點(diǎn)距離夹界，就會(huì)讓拒絕變得容易起來(lái)馆里。
——啟 ?發(fā) ② ——
“有限意志力”的場(chǎng)景在生活中隨處出現(xiàn)。在這個(gè)一切都是“快餐化”的速度制勝時(shí)代可柿，“等不及”“馬上要”是我們的常態(tài)鸠踪，我自己也會(huì)發(fā)現(xiàn)，網(wǎng)上買東西复斥，恨不得越快越好营密，最好是今天下單今天到，所以在京東上買東西目锭，經(jīng)常找京東自營(yíng)的评汰，因?yàn)楹孟褡羁斓竭_(dá)。后來(lái)看到自己這個(gè)心理狀態(tài)后痢虹，我就問(wèn)自己：“你為什么那么著急被去？這件物品有那么緊急需要嗎？”奖唯，我看這就是一種時(shí)代病惨缆。觀察到這種現(xiàn)象后就慢慢做改進(jìn)了，也就是創(chuàng)造距離，不再那么著急坯墨，想立即購(gòu)買的東西寂汇，也會(huì)先問(wèn)問(wèn)：這真的是必須得嗎？要不先收藏起來(lái)....結(jié)果很多物品收藏著收藏著也就忘記了捣染，自然也不重要咯健无。
無(wú)論大腦多么喜歡即時(shí)獎(jiǎng)勵(lì)，學(xué)會(huì)為自己的“緊急”需求創(chuàng)造距離液斜，然后再辨別需求的真假累贤。
（3）
Ten minutes might not seem like much time to wait for something you want, but neuroscientists have discovered that it makes a big difference in how the brain processes a reward. When immediate gratification comes with a mandatory ten-minute delay, the brain treats it like a future reward.For a cooler, wiser brain, institute a mandatory ten-minute wait for any temptation. If, in ten minutes, you still want it, you can have it
對(duì)你想要的東西來(lái)說(shuō)，10分鐘或許看起來(lái)不太長(zhǎng)少漆。但神經(jīng)科學(xué)家發(fā)現(xiàn)臼膏，10分鐘能在很大程度上改變大腦處理獎(jiǎng)勵(lì)的方式。如果獲得即時(shí)的滿足感之前必須等待10分鐘示损，大腦就會(huì)把它看成是未來(lái)的獎(jiǎng)勵(lì)渗磅。想獲得一個(gè)冷靜明智的頭腦，我們就需要在所有誘惑面前安排10分鐘的等待時(shí)間检访。
If your willpower challenge requires “I will” power, you can still use the ten-minute rule to help you overcome the temptation to procrastinate. Flip the rule to “Do ten minutes, then you can quit.” When your ten minutes are up, give yourself permission to stop-although you may find that once you get started, you’ll want to keep going.
When “never againr: seems too overwhelming a wHlpoiver challenge to tackle, use the ten-minute delay rule to start strengthening your self-control.
如果你的意志力挑戰(zhàn)需要“我要做”的力量始鱼，你仍舊可以使用這個(gè)“10分鐘法則”，以此來(lái)克服誘惑和拖延脆贵。你可以把法則改成“堅(jiān)持做10分鐘医清，然后就可以放棄”。當(dāng)10分鐘結(jié)束后卖氨，你就可以允許自己停下來(lái)会烙。不過(guò)你會(huì)發(fā)現(xiàn)，只要一開(kāi)始筒捺，你就會(huì)想繼續(xù)做下去柏腻。
當(dāng)你覺(jué)得自己無(wú)法做到“不會(huì)有下一次”的時(shí)候，不妨用“10分鐘延遲法則”來(lái)增強(qiáng)你的自控力系吭。
? ?——啟 ?發(fā) ③ ——
這個(gè)“10分鐘延遲法則”真的很棒五嫂！面對(duì)誘惑，等10分鐘肯尺；面對(duì)拖延沃缘，先開(kāi)始10分鐘...
以前這些其實(shí)自己也會(huì)在生活中去觀察和嘗試，慢慢發(fā)現(xiàn)我們很多自己在思考和嘗試的事情有著很重要的科學(xué)原理和依據(jù)蟆盹。這就意味著孩灯，這些行為和思想狀態(tài)不僅僅是某一個(gè)人有闺金，而是普遍性的...常常以為自己奇怪的一些行為逾滥、動(dòng)態(tài)就自己才有，想不通的時(shí)候還會(huì)批評(píng)自己：“你怎么會(huì)這樣呢？”陷入莫須有的情緒中寨昙。當(dāng)我們了解了行為科學(xué)依據(jù)后讥巡，我們會(huì)更加開(kāi)闊的看待自己和他人，那么自我偏見(jiàn)就會(huì)越來(lái)越少舔哪。
想拖延的事情欢顷，立即開(kāi)始，真的是一個(gè)特別好的辦法捉蚤。你想象中需要千軍萬(wàn)馬的困難抬驴，只要你著手開(kāi)始做了，往往會(huì)很快沉浸進(jìn)去缆巧，這種狀態(tài)布持，叫心流，flow陕悬！
Summary
The title that "Putting the Future on Sale:The Economics of Instant ?Gratification" is so great ! From a personal point of view, we don't want to put the ?future on sale ?for the immediate gratification.But when we look at this phenomenon from the perspective of business and economy题暖，we found that the market needs the immediate gratification to evolve.A large number of successful marketing cases are related to the weakness of human nature. ? We should not only learn science, also try to know the market for a cooler, wiser brain.
They are also interesting about science and market !
