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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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4.5 ★★★★★
Based on 13 reviews
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Product Reviews
★★★★★ 4
Durable, Dogs love it
Color: Red
My Frenchie is a crazy chewer and can chew up a nylabone in a day, so I was looking for something that would last longer. So far this is holding up, and is pretty durable. Both my dogs like it a lot, it’s easy for them to grasp, and chewable but still very tough material. I suspect at some point it’ll wear down, but not for a while. The size was just as described / expected. Not too small and not too big
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Reviewed in the United States on May 23, 2025
★★★★★ 5
Great for aggressive chewers!
Color: Blue
Our aggressive chewers love these! Very durable.
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Reviewed in the United States on June 8, 2026
★★★★★ 3
NOT FOR PLAYING CATCH.
Color: Blue
This toy is quite heavy, making it good for a chew toy or for fetch, but not for catch. It could very easily injure your dog as it damned near did mine.
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Reviewed in the United States on May 19, 2026
★★★★★ 5
Peanut butter delivery system
Color: Blue
My big dog loves this bone. I run PB down the middle on one side when we go out. He loves it and brings the bone to us when we return to play :gimme that bone.”
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Reviewed in the United States on June 3, 2026
★★★★★ 4
Durable bone that you can add a spreadable treat to
Color: Blue
Our German Shepherd was 4 months old when we purchased this. She’s going to be 6 months soon. She has been teething really bad. We wanted some way to sooth her pain. This product was just what we needed. We put it in the freezer with some peanut butter in the center on both sides. Once frozen we give to our puppy. She loves it. When we open the freezer she recognizes the ziplock package that it was delivered in which we store it in our freezer. She jumps around until we give it to her. She loves it and it keeps her occupied for a while. It is very durable. I did not notice any smell when we received it. It does not make any noise. The plastic material is safe for animals. To clean I put in the dishwasher. The only reason I did not give it 5 stars is because sometimes the peanut butter gets stuck in it and may need to go through the dishwasher twice which is not a big deal. Or you can hand wash it. I found the dishwasher was best for us. You do not even have to put anything on it, but our pup likes it. I would recommend to others.
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Reviewed in the United States on June 15, 2025