Why do you say that fighting rice raises kindness and bearing rice raises enmity?

In this issue, we will talk about the common phenomenon of "promoting rice and fighting rice for revenge" in society, and the two-factor theory behind it.

Let's not talk about the story of Damien. Let's tell a short story. Xiaoming quarreled with his mother and left home. He was so hungry on the roadside that an old woman cooked him a bowl of noodles. He was grateful to her, but the old woman said, "I only gave you a bowl of noodles. Your mother cooked so many noodles for you. You should thank her." "Xiao Ming suddenly realized that he had just gone home. Not only Xiao Ming, but also all of us. People seldom thank themselves for taking it for granted, but always shed tears for the unexpected joy, which is expected by most people, almost without exception.

? ? Why don't you save the poor?

Let's look back and see that a bucket of rice is a boon, and a bucket of rice is a boon. Instead, it becomes an enemy. Shouldn't it be that the more rice is given, the better? The answer is of course no. Here we need to introduce two concepts, one is called health care factor, that is, we deserve it, and the other is called incentive factor, that is, windfall. What do you mean? For example, our wages and benefits, meals and transportation subsidies that are regularly sent to the salary card are health-care factors, and the uncertain bonus package is an incentive factor. People will not be satisfied because they get health care factors, but will only be dissatisfied because they can't get them. On the contrary, it doesn't matter if there is no incentive factor, but if there is one, it will attract much attention.

? If we get the health care factor, we should take it for granted. If we don't get it, we will be dissatisfied. Without the incentive factor, we will not be angry, but if we do, it will bring unexpected surprises. Both of them are gains, but there is no clear boundary, and they are easy to be transformed into each other, which explains why many stories similar to the fighting between rice and enmity are produced, which lies in the audience's wrong cognition of the boundary between security factors and incentive factors. Give an example, such as "saving the poor without saving the poor", why Liangshan is getting poorer and poorer, and why people are willing to lend money to people who are in a hurry instead of the poor. It is also the same reason. Once the other party's income is paid, the incentive factor will easily turn into the security factor in the other party's mind, which will be out of control. For another example, many people say that "marriage is the grave of love", but in fact, many people take the incentive factor as a health factor, thus turning the unexpected joy into a matter of course, gradually losing freshness and patience, and thus losing the surprise of the first sight and lowering their expectations.

Fear of unknown losses and excitement of unknown gains

? When many people fall in love and talk, there will be a one-sided phenomenon. When one of them becomes accustomed to the "good" from unexpected joy, it means that the incentive factor has been transformed into a guarantee factor, and on the other hand, new incentive factors need to be added to maintain the status quo. Finally, the marginal effect decreases, and the convenience of the heart has become a spare tire.

? In fact, not only in life, but also in business, security factors and incentive factors play an important role. Since people are afraid of losing their due income, they are excited about the surprise of unexpected income. Then we can control the boundary between the two at least by managing expectations, thus creating more advantages. Two sales teams, A and B, the team leader in Group A will ask to deduct the basic salary of the team members if they fail to complete the performance, and the rule of the team leader in Group B is that every time they complete a single order, they need to take out part of it and send out a group red envelope. Which group's performance may be better? The reward for completing a single order is actually an incentive factor, while the basic salary is a health factor. Remember our framework of turning losses into gains? The performance of group B was proved to be better, which is the same reason.

surprises and benefits, like wages and bonuses, affect our mood in different places. If we set the premise at the beginning, then this premise will easily become a health care factor and become accustomed to it. For example, the bathing charge incident in Nankai last month, the so-called just-needed flexibility means that once this health care factor is psychologically set, it will be difficult to change it back and reduce consumers' expectations. In the game, sign-in, upgrade and task setting are actually health-care factors, while ranking and honor gained by consuming time and money are incentive factors. By influencing the boundary between them, the designer of the game sets a lot of cool points and pain points for the players, that is, unexpected cool and painful, which indirectly affects the players' emotions.

for another example, in an enterprise, if quarterly performance bonus is to be paid, should it be paid in the monthly salary or as a bonus package alone? The answer is also the latter, because once people get used to adding bonuses to their regular wages, this bonus will be regarded as part of their wages, which will reduce the expectations and enthusiasm of employees. Therefore, rewards, rather than wages, should be turned into experiences or separate surprises, such as rewarding employees and their families for overseas travel and setting up separate honor awards, which can maintain a lasting freshness.

The core of two-factor theory is rights and interests and surprises. Rights and interests can't be bad, and surprises are good enough. The case of Atour Hotel service that we talked about in the last issue is the most real case. The design from rights and interests to surprises is in place, and interested friends can go forward to the second issue.

there are three pictures in each issue, and the brain hole is bigger than yours. (87th issue)

1. Bubble obsessive-compulsive disorder advertisement

? This is an obsessive-compulsive roadside advertisement. Just like smoothing wrinkles and putting squares, it will always make people feel the urge to press off bubbles. Needless to say, it is an interesting advertising form to combine bubbles with pictures. If it happens to be a facial advertisement, it can be expressed in this form.

2. A public service advertisement about cigarettes.

This advertisement may easily cause discomfort, but just like another public service advertisement that exhorts us to smoke less, he chose the scene with direct influence as the layout of props. In the previous advertisement, the box in the shape of lung was made into an ashtray, but this one used the throat shape directly affected as the entrance of cigarette butts.

3. Art advertisement in front of the cave

? This is a giant screen advertisement for the entrance of the cave, which is extremely exaggerated and impressive, but on the other hand, there are actually many ways to express the entrance of the cave. We can express all the cross-sectional views with columns at the entrance of the cave, including arched rainbows, bridge sections, semi-circular rulers, etc., which can be hidden in the picture, so that the theme of expression can be integrated with the entrance of the cave.