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專(zhuān)欄 - 蘋(píng)果2_0

我們?yōu)槭裁慈栽诰拺褑滩妓?

Jennifer Abbasi 2012年10月09日

蘋(píng)果(Apple)公司內(nèi)部流傳著一個(gè)老笑話(huà),那就是史蒂夫·喬布斯周?chē)且黄艾F(xiàn)實(shí)扭曲力場(chǎng)”:你離他太近的話(huà),,就會(huì)相信他所說(shuō)的話(huà),。蘋(píng)果的數(shù)百萬(wàn)用戶(hù)中已經(jīng)有不少成了該公司的“信徒”,而很多蘋(píng)果投資者也賺得盆滿(mǎn)缽滿(mǎn),。不過(guò),,Elmer-DeWitt認(rèn)為,在報(bào)道蘋(píng)果公司時(shí)有點(diǎn)懷疑精神不是壞事,。聽(tīng)他的應(yīng)該沒(méi)錯(cuò),。要知道,他自從1982年就開(kāi)始報(bào)道蘋(píng)果,、觀察史蒂夫·喬布斯經(jīng)營(yíng)該公司,。
喬布斯逝世一周年之后,世界各地的人們?yōu)楹我涝诓患s而同地緬懷這位奇才,?這種綿綿不絕的哀思背后其實(shí)有著深刻的科學(xué)依據(jù),。

????在蘋(píng)果(Apple)首席執(zhí)行官兼聯(lián)合創(chuàng)始人史蒂夫?喬布斯的逝世一周年祭日,上百萬(wàn)人向蘋(píng)果專(zhuān)門(mén)設(shè)立的電子郵箱發(fā)去了悼念郵件,。博客,、Facebook和Twitter上隨處可見(jiàn)對(duì)喬布斯的哀思,甚至不少商店也非常應(yīng)景地舉辦了紀(jì)念活動(dòng),。大家都在深切悼念這位蘋(píng)果的聯(lián)合創(chuàng)始人,。新近成立的在線公墓網(wǎng)站Memmento.com上,目前已出現(xiàn)三起相互獨(dú)立的喬布斯悼念活動(dòng),。為何這么多和喬布斯素昧平生的人會(huì)深切緬懷他呢,?

????埃塞克斯大學(xué)(the University of Essex)的心理學(xué)家安德魯?布拉茨斯基調(diào)查了幾百名蘋(píng)果用戶(hù),試圖了解他們與自己手中蘋(píng)果設(shè)備的感情以及對(duì)喬布斯辭世的看法,。結(jié)果表明,,三分之一的參與者表示對(duì)自己的Mac、iPad,、iPhone和iPod有很強(qiáng)烈的感情,,認(rèn)為這些產(chǎn)品“在自己心中占據(jù)了很特殊的地位”。這部分人中的大多數(shù)都對(duì)喬布斯的辭世深表哀悼,,和對(duì)蘋(píng)果設(shè)備沒(méi)感覺(jué)的人相比,,數(shù)量高出70%,。

????心理學(xué)上有一種理論名為“自我決定論”,廣泛應(yīng)用于教育,、體育和游戲等領(lǐng)域,。簡(jiǎn)而言之,當(dāng)人們的某些一般性需求得到滿(mǎn)足后,,就會(huì)越來(lái)越強(qiáng)烈地渴求心理上的參與,。事實(shí)也的確如此。布拉茨斯基發(fā)現(xiàn),,因?yàn)樘O(píng)果產(chǎn)品滿(mǎn)足了人們的兩個(gè)需求——“溝通”和“自主”,,所以人們對(duì)蘋(píng)果產(chǎn)品感情很深,,這進(jìn)而影響到他們對(duì)蘋(píng)果締造者喬布斯的感情。布拉茨斯基說(shuō):“蘋(píng)果牢牢把握住了電子產(chǎn)品的兩大核心目標(biāo):與他人溝通,以及提供完美的工具,?!?/p>

????史蒂夫?喬布斯留下的不僅僅是技術(shù),,而是一些獨(dú)一無(wú)二的東西,。布拉茨斯基說(shuō):“我認(rèn)為,,喬布斯向用戶(hù)提供了達(dá)到,、甚至超出他們期望的體驗(yàn),。他給這一代科學(xué)家,、學(xué)生,、商人和藝術(shù)家?guī)?lái)的工具遠(yuǎn)遠(yuǎn)超出他們自己的預(yù)期,?!?/p>

????譯者:項(xiàng)航

????In the weeks following the death of Apple's CEO and co-founder one year ago today, more than a million people sent emails to an address set up by Apple (AAPL). Messages on blogs, Facebook (FB) and Twitter, and even makeshift in-store memorials, demonstrated a collective sadness at the Apple co-founder's passing. And now, Memmento.com, a new online cemetery, has not one, not two, but three competing Jobs memorials. Why do so many people who never met the man care so much that he is gone?

????Andrew Przybylski, a psychologist at the University of Essex, surveyed a few hundred Apple users about how their relationship with their devices informed their feelings about Jobs' death. A third of the participants reported feeling emotionally connected to their Macs, iPads, iPhones and iPods, agreeing with the statement that the devices "occupy a special place in my heart" -- and those people were 70% sadder about his passing than those who didn't feel the love.

????An idea called the self-determination theory used in education, sports, and gaming circles tells us that people become more psychologically involved when circumstances satisfy certain universal needs. Indeed, Przybylski found that people felt emotionally connected to their Apple gadgets -- and by extension their creator -- because the devices satisfied two of those needs, "relatedness" and "autonomy," which, he says, "strike at the heart of the purpose of computing devices: to connect us to others and to provide us with meaningful choices."

????Beyond just putting technology in people's hands, there's something unique in Steve Jobs' legacy. "I think that he delivered experiences that met and in many cases exceeded users expectations," Przybylski says. "He gave generations of scientists, students, business people, and artists tools to go farther than they thought they could."

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