購物帶女性 決策更合理

Whether it is a married couple choosing a new car, two friends buying a holiday or business colleagues investing in stocks and shares, if one of the two is a woman then the pair will take fewer risks.

不管是夫妻挑選新車，兩個朋友一起購買旅游度假產(chǎn)品，還是兩個同事一起投資股票證券，如果這兩人中有一個是女性的話，那他們承擔(dān)的風(fēng)險就會小些。

This means if you want a good deal, you should make sure there's a woman in the negotiations.

這意味著如果你想完成一次比較成功的交易，你最好確定有一名女性參與到協(xié)商過程中來。

A compromise is more likely when a woman is involved in the decision making, according to new research.

據(jù)一項新的研究顯示，當有女性參與交易的最終決策時，形成折衷方案的可能性更大。

Men making decisions together are dismissive of compromise and more likely to 'assert their masculinity' by going for an extreme deal, says a study in the Journal of Consumer Research.

《消費者研究》雜志的一項研究顯示，男性一起進行交易決策的時候，他們往往會對折衷的方案不屑一顧，而更傾向于通過極端的交易方案來顯示自己的“男子氣概”。

Researchers from the Carroll School of Management at Boston College tested a range of buying and selling goods with a different range of prizes, on 900 pairs of volunteers.

波士頓學(xué)院卡羅爾管理研究院的研究人員測試了900對志愿者在購買和銷售價格各異的商品時的行為。

'When men are in the presence of other men, they feel the need to prove their masculinity', Professor Hristina Nikolova, lead author of the study said.

該研究報告的首席作者，哈里斯蒂娜•尼科洛娃教授表示：“當男性和同性一起時，他們會感覺到需要證明自己的男子氣概。”

'Both tend to push away from the compromise option because the compromise option is consistent with feminine norms.

“他們雙方都會避免折衷的選擇，因為折衷的選擇顯得女性化。”

'On the other hand, extremism is a more masculine trait so that's why both male partners tend to prefer an extreme option when making decisions together.'

“而另一方面，走極端的做法有著更加男性化的特征，所以兩個男性一起做決定時，他們傾向于更極端的選擇。”

When a woman made a decision on buying with another man or woman, the outcome was more likely to involve a compromise. But two men together would end up at one extreme or the other.

當一名女性和一名男性或者另一名女性一起做購買決策時，最終結(jié)果更可能是一個折衷的方案。但是兩個男性在一起的話最后的結(jié)果往往是走向極端。

For instance, two men going to buy a car together would choose one which is the fastest, the most fuel efficient or the safest.

例如，當兩名男性一起去購買汽車時，他們也許會選擇速度最快的、或者最省油的、或者最安全的。

But if a woman is involved in the deal either as a buyer or seller then the car chosen is more likely to be a compromise. She will not pick the safest, fastest or most fuel efficient but one that combines all factors.

但如果有一名女性參與到交易中，不管她是買方還是賣方，最終的選擇就更有可能是一個折衷的結(jié)果。她不會選擇最安全的、速度最快的，或者最省油的，而會選擇這些方面特征都具備的。

Women are more likely to go for the 'Goldilocks effect', the study reported - the name given to an aversion to extremes.

該研究表明，女性往往會遵從“金發(fā)女孩效應(yīng)”——這種說法是出于對走極端做法的厭惡。

The experiments involved 1,200 students conducting deals as pairs or individuals plus another 673 doing deals online.

本次實驗中共有1200名學(xué)生兩人結(jié)伴或者單獨進行交易，另外還有673人進行網(wǎng)上交易.

The deals ranged from discussing which printer to buy to paying different amounts for a lottery ticket but where the potential prizes ranged from high to low.

交易活動包括討論買哪個打印機、投資多少錢買中獎金額高低不等的彩票等等。

'No matter what the product is, we see the same effects,' Professor Nikolova added.

尼科洛娃教授還說：“不管購買的產(chǎn)品是什么，我們都看到了相同的效應(yīng)。”

'The compromise effect basically emerges in any pair when there is a woman.

“基本上只要兩人中有女性，折衷效應(yīng)就會出現(xiàn)。”

'However, surprisingly, when you have men choosing together, they actually tend to push away from the compromise option and select one of the extreme options.'

“而奇怪的是，當你讓兩名男性一起做決策的時候，他們真的會傾向于避免折衷選擇，做出極端選擇。”

'Individuals and mixed-gender and female-female pairs will likely go for the middle option since it seems reasonable and is easily justified.'

“單獨行動、男女混合配對和兩名女性配對的實驗組更可能進行折衷選擇，因為這樣的選擇似乎更合情理。”

'In contrast to men,' said Professor Nikolova, 'women act the same together as they would alone because they don't need to prove anything in front of other women.

尼科洛娃教授說：“相對于兩名男性的實驗組，兩名女性的實驗組和女性單獨行動的實驗組交易行為差異不大，因為她們不需要在其他女性面前證明什么。”

'Womanhood is not precarious and does not need the same level of public defense as manhood. That's why we observe the compromise effect in the joint decisions of two female partners.'

“女性特質(zhì)并不容易受到質(zhì)疑，并不像男性特質(zhì)那樣需要在公共場所的活動中積極捍衛(wèi)。這就是我們在女性配對進行決策的實驗組中觀察到折衷效應(yīng)的原因。”