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本文节选自《Look Again 万维钢》电子版:
alignSwedenwiththeotherScandinaviancountries.Thefearwasthatdriverswouldgetconfused,turningthewrongwayorgettingtooclosetoothercarswhenattemptingtoovertakethem.,TIhatwouldseemtobeaperfectyreasonablefear.Surprisinglyhowever,theswitchdidnotresultinariseinmotoraccidents.Onthecontrarythenumberofaccidentsandfatajitiesplunged!Ihenumberofmotorinsuranceclaimswentdownby40percent.eWhatcausedthisreduction?youmightwellwonder.Perhapsitssafertodriveonthetightsideoftheroadthantheleft*Butthatcannotbetheanswer,asthemiraculousimprovementlastedforonlytwoyears.Itseemsthatthemaincausewasfiskdzrhabituation.也Hyoupluckpeopleoutoftheenvironmenttowhichtheyareaccustomed,Perceptionsofriskw训bereset.ThisisexactlywhathappenedonH-day.Afterthesuddenswitchfromtheleftsidetothefightsideoftheroad,peoplePerceivedtheriskofbeinginamotoraccidentashigh.Theythereforedrovewithextremecaution,andfewerpeoplegotintoaccidents.AfteraPeriod,Peoplehabituatedagain,andthenumberofaccidentsreturnedtonormal.Butfortwenty-fourmonths,thereductioninaccidentstranslatedtomanyjivesSaved.Thereisageneraljessonhere.Ifyouwanttodishabituatepeopletoacertainrisk一yourteenageSon,yoOUITemployees,yourself一youneedto“shakeitup.”EverySooftenchangetheenvironmentbalterthecontexbsothatpeoplemoveoutofthei
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rcomfortzone.Forexample,changethepositiontowhichemployeesareassignedwhenwortkingonaconveyerbeltoralterthecolorsofthewarningSignsonaconstructionsite.Bymovingthingsaroundeversoslightly,youincreaseattentionandalterriskperception.Inits2020regulation,theU.S9.FoodandDrugAdministration(EDA)requiredthatitsvariousgraphicwarningsabouttherisksofcigarettesmoking(theincreased]ikelihoodofcancer,heartdisease,andSoforth)berotatedquarterly了4SupposethatyouseeagraphicwarningdepictingSomeoneinahospitalwithlungcancer.Thewarningmightscareyouthatfirsttime,oreventhefirstfivetimes.Butafterawhile,youmighthabituate.Thedepictionmightbecomelikebackgroundnoise.[ThatwasexactlytheFEDASsconcern.Itbelievedthatrotationofthevariouswarningswasjikelytoreducehabituationandcaptureattention.SothesolutionwastoportraySomeoneinahospitalwithlungcancerforacertainperiod,butthensomeonewithrottingyellowteethnextandSoon.Asimilarapproachhadbeentestedwithonlinesecuritypop-uPwarnings.了2Youareprobablyfamiliarwiththesepop-ups;youaretryingtogetaccesstolookagainbook.com,andamessageappearstellingyouofproblemswithencryptionandauthenticationprotocols.Thismeansthatbyaccessingthesiteyoumaybeallowingotherstostealyourdata,,includingemails,texts,bankaccountdetails,creditcardnumbers,phot
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os,andSoforth.Manypeopleignorethesewarningsandaccessthesiteregardless.TIsecurityexpertsbelievethatoneexplanationforthisbehavioristhatpeoplehavehabituatedtosuchsecuritywarnings.BecausethewarningsappearSooften,Usersdonotevenregisterthemanymore.Tolookintothisproblem,researchersatGoogle,theUniversityofPittsburgh,andBrighamYoungUniversityrecordedthebrainactivityofpeoplewhoobservedaseriesofpop-upwarnings.约Theyfoundthatthefirsttimeapop-upwarningappeared,activityinthevisualcortex,whichprocessesvisualstimuli,wasStrong.Thesecondtimethesamewarningappeared,visualactivitydroppedsignifticantlythethirdtimeSawafurtherdrop,andsoon.Classicneuraladaptation.So,theresearchteamdecidedto,jliterally,shake站6机全Theytookthewarningsandtwirledthem,jiggledthem,zoomedinandout.Ihisreducedneuraladaptation.Notonlywastherelessofadropinvisualactivity,buttrackingusers”mousemovementsshowedthatthefunkywarningsattractedmoreattentionfromUsers.Theanswertodishabituationwascpajage.Changetheenvironmentchangetherules,wxi7jp7zxepeople,andhabituationwillbreak.SIMULATINGDISASTERAnotherwaytotriggerdishabituationistomakepeopleexperiencenegativeoutcomes.Imagineyouarewotkingfuriouslyonyourlaptopwhensuddenlyawarningmessageappears:“YourconnectionisnotPrivate.Attackersmightbe
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