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蒼蠅效應：如何用最簡單的方法，操控最複雜的人心？揭開潛意識引導的底層邏輯 (伊娃．凡登布魯克): : 50 Eva van den Broek Behavioural Insights Nederland Tim den Heijer B. R. A. I. N. Creatives
作者: 伊娃．凡登布魯克 / 提姆．登海爾 | 譯者: 彭臨桂
小便斗裡貼蒼蠅圖片，就能使男性瞄得更準，省下50％的清潔費？
只要將商品擺放到貨架上與視線水平的位置，就能直接提升銷量？
明明拿好要買的東西，卻在結帳時順手多買一條巧克力或口香糖？
走進賭場，每一處細節設計，都暗示著下一個中大獎的人就是你？
網路上你接收到的訊息，都有可能是他人刻意要讓你看到的資訊？
你可能沒有察覺，但「蒼蠅效應」無所不在。從商品陳列巧思、路上的標語、網路購物結帳前的「加購優惠」……這些訊息都時刻影響我們的判斷、改變我們的行為，讓我們心甘情願被操控卻渾然不覺。
過往人們總是認為，想改變某人的行為，就必須以理服人、動之以情，甚至威逼利誘。但事實上，我們的行為並非絕對理性，更多時候是仰賴大腦下意識的決策，深受情緒、環境、文化、人際等外在因素影響。真正能有效改變人類行為的，往往不是文情並茂的文案，而是看似微不足道的「推力」。
成功的管理者能夠透過人性設計誘因，促使團隊進步；聰明的行銷人能夠巧妙利用消費心理，讓產品脫穎而出；厲害的家長可以透過盤子大小的錯覺，成功搞定挑食的孩子。「蒼蠅效應」將徹底顛覆你對世界的認知，讓你從被引導，成為引導他人、說服他人的專家！
只要將商品擺放到貨架上與視線水平的位置，就能直接提升銷量？
明明拿好要買的東西，卻在結帳時順手多買一條巧克力或口香糖？
走進賭場，每一處細節設計，都暗示著下一個中大獎的人就是你？
網路上你接收到的訊息，都有可能是他人刻意要讓你看到的資訊？
你可能沒有察覺，但「蒼蠅效應」無所不在。從商品陳列巧思、路上的標語、網路購物結帳前的「加購優惠」……這些訊息都時刻影響我們的判斷、改變我們的行為，讓我們心甘情願被操控卻渾然不覺。
過往人們總是認為，想改變某人的行為，就必須以理服人、動之以情，甚至威逼利誘。但事實上，我們的行為並非絕對理性，更多時候是仰賴大腦下意識的決策，深受情緒、環境、文化、人際等外在因素影響。真正能有效改變人類行為的，往往不是文情並茂的文案，而是看似微不足道的「推力」。
成功的管理者能夠透過人性設計誘因，促使團隊進步；聰明的行銷人能夠巧妙利用消費心理，讓產品脫穎而出；厲害的家長可以透過盤子大小的錯覺，成功搞定挑食的孩子。「蒼蠅效應」將徹底顛覆你對世界的認知，讓你從被引導，成為引導他人、說服他人的專家！
作者
伊娃．凡登布魯克（Eva van den Broek）
行為經濟學家、人工智能領域學者。
擁有實驗經濟學與理論生物學的博士學位，目前在烏特勒支大學從事研究工作。伊娃同時也是「荷蘭行為洞察基金會」（Behavioural Insights Nederland）的創立者，該組織藉由對行為科學的研究，改善荷蘭關於囚犯、企業家、學齡前兒童、學生與消費者的政策。她經常舉辦公開講座、研討會和演講，也常常在部落格和專欄發表文章。
提姆．登海爾（Tim den Heijer）
享譽全球的資深廣告人。
畢業於荷蘭萊頓大學，語言學碩士。為「B.R.A.I.N. Creatives」創意公司的共同創辦人。曾於廣告業擔任創意總監與文案寫手長達二十年。與世界許多知名品牌合作，在國際上獲得眾多獎項肯定。
在從事廣告業的這段過程中，他從「人類行為學」獲得許多啟發，他確信重大議題，只能藉由科學及創意的方式來解決。現職為創意策略師，負責設計宣傳活動、品牌策略及推廣，並從科學的角度發想靈感，提姆經常主持研討會，並透過講座談論相關主題。
譯者
彭臨桂
自由譯者，臺師大翻譯所畢業。譯有《完美嫌犯》、《倖存者，如我們》、《遺忘效應》等書。
行為經濟學家、人工智能領域學者。
擁有實驗經濟學與理論生物學的博士學位，目前在烏特勒支大學從事研究工作。伊娃同時也是「荷蘭行為洞察基金會」（Behavioural Insights Nederland）的創立者，該組織藉由對行為科學的研究，改善荷蘭關於囚犯、企業家、學齡前兒童、學生與消費者的政策。她經常舉辦公開講座、研討會和演講，也常常在部落格和專欄發表文章。
提姆．登海爾（Tim den Heijer）
享譽全球的資深廣告人。
畢業於荷蘭萊頓大學，語言學碩士。為「B.R.A.I.N. Creatives」創意公司的共同創辦人。曾於廣告業擔任創意總監與文案寫手長達二十年。與世界許多知名品牌合作，在國際上獲得眾多獎項肯定。
在從事廣告業的這段過程中，他從「人類行為學」獲得許多啟發，他確信重大議題，只能藉由科學及創意的方式來解決。現職為創意策略師，負責設計宣傳活動、品牌策略及推廣，並從科學的角度發想靈感，提姆經常主持研討會，並透過講座談論相關主題。
譯者
彭臨桂
自由譯者，臺師大翻譯所畢業。譯有《完美嫌犯》、《倖存者，如我們》、《遺忘效應》等書。
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4.4 ★★★★★
Based on 18 reviews
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Product Reviews
★★★★★ 5
A great intro into the akashic records
Format: Kindle
I have heard about the akashic records before but have never bothered to research more about it. I was checking stuff on reiki and other metaphysic materials when i came across this book. I checked the ratings and some of the feedback and found them helpful enough for me to finally purchase it. Once i got the book i read and i was introduced to the akashic records, which is something vaster that i originally imagined. It is intricately linked with our karmic actions and burden which we are perpetuating and carrying out of our own ignorance. The author explained how we can unwind these through consulting with our own akashic records. The more aware you are of a certain pattern that you are unconsciously perpetuating, the closer you can come to stop it. So definitely, ignorance is bliss only for the fool. You can also help clean the records of other people as well. However, first my advice is to focus on yours. Help and serve yourself and then you will know when you are ready to help others. I will also advise that you purchase the meditation audio sessions wgich were explained in the book. It will be really helpful for your akashic visits when you start putting the techniques into practice. It will not happen in one sitting or it may just be for you. Everyone is different. Give a solid try. Keep persisting and you will be in records eventually. Overall i believe this book is a labor of love, clearly written. Go for it if you are into metaphysics like me.
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Reviewed in the United States on December 29, 2018
★★★★★ 5
Wow!
Format: Kindle
I picked 5 stars because this was the book I've been searching for! I have been on a quest for enlightenment and spiritual growth for years. And needed a way to wash away the heavy feelings and the "stuck" I was feeling. And wanted to know why the same events kept happening to me. And in just a few pages I was instructed on how to reach the records with ease. I have been in the records a few times now. And have been amazed at what I learned about myself. I thought seeing the patterns would be hard. But it's not. All the information in that moment is right there. And as you unwind the karma allowing, surrender and begin to heal instantly other events that you had the same pattern happening shows up too. And even deeper healing happens. I am now well on my way. After just a few trips to the records I can already feel the positive changes happening. I no longer feel that heavy stuck feeling. I have finally found the peace, love and joy I've been missing in my life. And I think everyone should learn how to do this. For this world and the billions of people who live here needs more love now more than ever. Thank you Melissa for writing a book so easy to use and understand.
Love and Light,
Peace and Love to all.
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Reviewed in the United States on October 30, 2018
★★★★★ 5
Both fascinating and practical for our lives
Format: Kindle
Not only was this book informative and a real thrill to read, I feel driven to heal what I can in this life, and then also ask for gifts that may have been unreachable due to fear and other blocks. Grateful to have found this book, a real gift to me!
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Reviewed in the United States on May 1, 2025
★★★★★ 5
Wow, informative must for career path
Format: Paperback, Format: Paperback
Great resource for any student, young or old. Solid advice and support continues with bonuses after you read with links and resources. Even some one on one with the author, worth much more than the initial cost of the book. Very informative and uplifting. The author wants to make your career choice path easier. A must have for college bound students. It’s like finding a treasure map to all the right ideas! Front to back a super read. I purchased the physical copy and plan to share it with a high school student.
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Reviewed in the United States on April 26, 2022
★★★★★ 5
Great food for thought!
Format: Kindle
What a great resource for young people tackling the seemingly impossible task of figuring out what they want to do with their lives. Facing this challenge can be overwhelming, but this book offers practical advice and insight to navigate these uncharted waters.
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Reviewed in the United States on May 2, 2022