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????在蘋果（Apple）首席執行官兼聯合創始人史蒂夫?喬布斯的逝世一周年祭日，上百萬人向蘋果專門設立的電子郵箱發去了悼念郵件。博客、Facebook和Twitter上隨處可見對喬布斯的哀思，甚至不少商店也非常應景地舉辦了紀念活動。大家都在深切悼念這位蘋果的聯合創始人。新近成立的在線公墓網站Memmento.com上，目前已出現三起相互獨立的喬布斯悼念活動。為何這么多和喬布斯素昧平生的人會深切緬懷他呢？ ????埃塞克斯大學（the University of Essex）的心理學家安德魯?布拉茨斯基調查了幾百名蘋果用戶，試圖了解他們與自己手中蘋果設備的感情以及對喬布斯辭世的看法。結果表明，三分之一的參與者表示對自己的Mac、iPad、iPhone和iPod有很強烈的感情，認為這些產品“在自己心中占據了很特殊的地位”。這部分人中的大多數都對喬布斯的辭世深表哀悼，和對蘋果設備沒感覺的人相比，數量高出70%。 ????心理學上有一種理論名為“自我決定論”，廣泛應用于教育、體育和游戲等領域。簡而言之，當人們的某些一般性需求得到滿足后，就會越來越強烈地渴求心理上的參與。事實也的確如此。布拉茨斯基發現，因為蘋果產品滿足了人們的兩個需求——“溝通”和“自主”，所以人們對蘋果產品感情很深，這進而影響到他們對蘋果締造者喬布斯的感情。布拉茨斯基說：“蘋果牢牢把握住了電子產品的兩大核心目標：與他人溝通，以及提供完美的工具。” ????史蒂夫?喬布斯留下的不僅僅是技術，而是一些獨一無二的東西。布拉茨斯基說：“我認為，喬布斯向用戶提供了達到、甚至超出他們期望的體驗。他給這一代科學家、學生、商人和藝術家帶來的工具遠遠超出他們自己的預期。” ????譯者：項航 |
????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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