We are usually in control of what we do, say, and buy. However, we're also influenced by our environment and circumstances—sometimes without realizing it. Priming happens when something in the environment, such as a word, a picture, or some music, triggers us to connect it with something else. For example, being exposed to particular words can make us easily think of related words.
我們通常能夠掌控自己要做什麼、要說什麼和要買什麼。然而，我們也會受到環境和情勢的影響－－只是有時卻不自覺。「促發」發生在當周遭環境中比如一個字、一幅圖畫、或者某些音樂促發我們心中某種聯想的時候。例如，接觸特定詞語會讓我們比較容易想到相關詞彙。
Look at this word with a missing letter: SO_P. What do you think the whole word should be? If you have been thinking about the word "eat," you are more likely to say "soup." However, if you have recently seen or heard the word "wash," then "soap" is your probable answer. Either the word "eat" or "wash" primes you to answer with "soup" or "soap."
看看這個缺一個字母的單字：SO_P。你認為這個字應該是什麼？如果你最近有想到「eat」，你比較有可能會說「soup」。不過，如果你最近有看到或聽到「wash」，「soap」可能會是你的答案。不管是「eat」或「wash」，它們都促發你回答「soup」或「soap」。
Priming can also make us act in certain ways, often subconsciously. In an experiment, researchers primed some participants with words related to rudeness. The researchers found these people more likely to show impatience and cut someone else off in the middle of a conversation. They were primed to behave rudely, and they did so.
「促發效應」也會讓我們往往不自覺地做出一些行為。在一個實驗中，研究人員先用與粗魯相關的字眼促發受試者的行為。他們發現這些被促發行為的受試者比較容易會產生不耐煩的情緒，在談話中也更容易去打斷別人的話。他們被促發做出粗魯的行為，而他們真的照做了。
Images prime people's behavior, too. One British experiment took place in an office kitchen. Office workers dropped cash into an "honesty box" to pay for the tea and coffee they took from the kitchen. Although a suggested price list was placed on the wall, the workers could pay whatever they wanted. A picture of flowers was placed above the price list. When the flower picture was changed to an image of human eyes, the staff ended up paying more for their drinks. Because of the eyes, the workers kind of felt like they were being watched. This primed them to put more money in the honesty box.
影像也會「促發」人的行為。英國有所大學在辦公室的廚房進行一項實驗。職員將現金投入「誠實箱」以支付他們從廚房拿的茶和咖啡。即使牆上有一張建議價格表，但人們其實想付多少錢就付多少。一幅鮮花的照片放在價格表上。當這張照片更改為人眼的圖像後，結果職員為他們的飲料付了更多錢。因為那雙眼睛，職員隱隱有種被人監視的感覺。這也促發了他們把更多錢繳到誠實箱裡面。
Another experiment shows that music can influence our decisions. In a grocery store, typical French or German music was played every other day for two weeks. On French music days, more French wine than German wine was sold. Similarly, consumers bought more German wine when German music was played. When the customers were surveyed, they were not aware that the music had primed their decisions.
另一個實驗顯示音樂也會影響我們的決定。有間雜貨店在兩週的時間內每隔一天輪流播放典型的法國音樂或德國音樂。在播放法國音樂的日子裡，法國紅酒賣得較多。相同地，播放德國音樂時顧客會比較容易選購德國紅酒。這些顧客在接受問卷調查時後，都不曾察覺是音樂促發了他們做出選擇。
Marketers and advertisers find research projects like these quite valuable. Retail businesses in particular are always trying to encourage customers to spend money at their stores. Advertisers tend to choose words and images carefully, and use those that will prime consumers. Shoppers are rarely aware of the hidden signals in advertisements. Priming is a powerful tool of control, and one that is not always easy to spot. Now that you know about the priming effect, you should focus on what you really need and make choices without being primed.
行銷人員和廣告商覺得像這樣的研究非常寶貴。特別是零售事業總想鼓勵顧客在他們的店裡花錢。廣告商比較會小心地選擇並使用那些能促發顧客反應的文字和圖片。購物者很少察覺廣告裡面隱藏的訊息。促發效應是個可以控制人類行為的強大工具，一個很難意識到的工具。現在你既然知道促發效應了，你該專注於真正所需，而不要做出被它影響的選擇。
