「釋義」

懶人行動(dòng)主義由懶人和行動(dòng)主義兩個(gè)詞拼接而成。?這個(gè)詞通常是貶義詞，用于描述那些“自我感覺(jué)良好”的舉動(dòng)。

比如人們?cè)谥С忠粋€(gè)社會(huì)問(wèn)題時(shí)很少做出實(shí)際行動(dòng)，而做一些只是自我感覺(jué)很滿(mǎn)足的行為，并打心里認(rèn)為他們已經(jīng)為社會(huì)作出了貢獻(xiàn)。懶人行動(dòng)主義通常只需要人們付出極少的努力，僅在口頭上表示或做做樣子，并非真正支持行動(dòng)。

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「應(yīng)用場(chǎng)景」

公司可以采取措施，減少負(fù)面溢出效應(yīng)的風(fēng)險(xiǎn)。應(yīng)該讓第一次可持續(xù)行動(dòng)特別賣(mài)力，起到承諾的效果。當(dāng)消費(fèi)者被要求做出較小承諾時(shí)，最好不要將這些行為公之于眾，因?yàn)檫@可能會(huì)導(dǎo)致“懶人行動(dòng)主義”。一項(xiàng)研究中，參與者為某項(xiàng)事業(yè)提供象征性支持，表示自己是“善良的人”，如加入一個(gè)Facebook公開(kāi)群或在網(wǎng)上公開(kāi)請(qǐng)?jiān)浮４祟?lèi)參與者之后就不太愿意參加非公開(kāi)的任務(wù)了，比如做志愿者。但加入Facebook非公開(kāi)群或私下簽署請(qǐng)?jiān)笗?shū)的人，更有可能認(rèn)為該事業(yè)真正反映了自己的價(jià)值觀，并堅(jiān)持下去。需要說(shuō)明的是，這里的例子和前文中給節(jié)能行動(dòng)的酒店客人別針不同。因?yàn)榍拔睦又械膭e針?lè)浅Ｃ鞔_地綁定了某一環(huán)保行動(dòng)。而一開(kāi)始以象征行動(dòng)參與某事業(yè)的人，往往在未來(lái)行動(dòng)不會(huì)和開(kāi)始一樣積極。

Companies can take steps to lessen the risk of negative spillover. They can ensure that the first sustainable action is particularly effortful, which seems to build commitment. When consumers are asked to make smaller commitments, it is best not to publicize those actions, because that may lead to something researchers call?slacktivism.?In one study, participants who had engaged in token support for a cause that demonstrated to others that they were “good people”—such as joining a “public” Facebook group or signing an online petition—were less likely to engage in a private task later, such as volunteering for the cause. However, those who?privately?joined a Facebook group or signed a petition were more likely to see the cause as reflecting their true values and to follow through. Note that this differs from the earlier example of giving pins to hotel guests who choose energy-efficient options, because in that study wearing a pin was explicitly tied to a commitment to perform a sustainable action. Someone who sees a token initial behavior as engagement in a cause often performs fewer positive actions in the future.

以上文字選自《哈佛商業(yè)評(píng)論》中文版2019年10月刊《掘金綠色經(jīng)濟(jì)》

凱瑟琳·懷特（Katherine White） 大衛(wèi)·哈迪斯蒂（David J. Hardisty）李夏德·哈比比（Rishad Habib）丨文

馬冰侖?丨編輯