原文標(biāo)題：
Bartleby
Paper traits
The enduring value of an analogue technology
巴特比
紙張?zhí)匦?br>模擬技術(shù)的持久價(jià)值
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When paper beats the screen
紙張擊敗屏幕時(shí)

[Paragraph 1]
THIS IS THE digital age, and the advice to executives?is clear.
我們身處數(shù)字時(shí)代，這時(shí)候給高管們的有用建議十分明了。
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Managers need to have a digital mindset; the organisations they run must embrace digital transformation.
管理者需要有數(shù)字化思維，而他們經(jīng)營(yíng)的企業(yè)也必須接受數(shù)字化轉(zhuǎn)型。
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If you don’t know what ChatGPT is, think of Dan Brown when you hear the word “code” or dislike the idea of working with a cobot, enjoy your retirement.
如果你不了解Chat GPT，聽到“code”只想到丹·布朗，或你不喜歡與協(xié)作機(jī)器人合作，那你就提前退休吧。

So what present should you be getting the executive in your life this festive?season?
那么今年圣誕季，你應(yīng)該給你的領(lǐng)導(dǎo)送什么禮物呢?
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Answer: anything made of paper.
回答是：紙做的東西。
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Even if the recipient of your gift never uses it, it can still serve as a useful reminder of where the digital world’s limitations lie.
即使你的禮物接收者從未使用過它，它仍可以有效地提醒人們數(shù)字世界的局限性。
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[Paragraph 2]
Recent research underscores?the enduring value of this ancient technology, whether in making decisions, enhancing productivity or winning over customers.
最新研究強(qiáng)調(diào)，無論是在增強(qiáng)決策的效力，還是提高生產(chǎn)力，又或是贏得更多的客戶方面，造紙這項(xiàng)技術(shù)的價(jià)值都經(jīng)久不衰。
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Start with decision-making, and a study from Maferima Touré-Tillery of the Kellogg School of Management at Northwestern University and Lili Wang of Zhejiang University.

西北大學(xué)凱洛格管理學(xué)院的馬弗里瑪·圖雷-蒂勒里和浙江大學(xué)的王麗麗共同做了一項(xiàng)關(guān)于“紙與決策”的調(diào)查研究。

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In one part of their study, the researchers approached strangers and asked them to take a made-up?survey.
在研究過程中，研究人員請(qǐng)陌生人填寫一份預(yù)制好的調(diào)查問卷。
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Half the respondents were given a pen and paper to fill out the form; the other half were handed an iPad.
一半的受訪者用紙和筆來填寫表格；另一半則用iPad填寫表格。
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At the end of the exercise, respondents were asked if they wanted to give their email address to receive information on how to donate to a charity.
問卷結(jié)束時(shí)，受訪者被問及是否愿意提供自己的電子郵件地址，用以接收如何向慈善機(jī)構(gòu)捐款的信息。
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Those who used paper were much likelier to provide their email addresses.
那些使用紙張的受訪者更愿意提供自己的電子郵件地址。
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[Paragraph 3]
The researchers also saw differences in behaviour when they showed Chinese university students an ad for a bookseller at the end of the survey, and then asked them to select some of the books that were being promoted.
研究人員還發(fā)現(xiàn)，在調(diào)查結(jié)束之際，他們向大學(xué)生展示了一家書商的廣告，然后讓他們選擇一些可以推廣的書時(shí)，大學(xué)生的行為也有所不同。
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Those using paper to fill out the questionnaire chose more highbrow?books on average than those using the tablet.
使用紙張?zhí)顚憜柧淼娜诉x擇高雅書籍的量多于使用平板電腦的人。
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The researchers speculate that people make more virtuous decisions on paper because it feels more consequential than a pixelated screen.
研究人員推測(cè)，人們?cè)诩埳献龀龅臎Q定更具效力，因?yàn)檫@比在屏幕上感覺更莊重。
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When asked, paper-and-pen respondents were indeed more likely than iPad users to think their choices were more indicative?of their characters.
在調(diào)查中，紙筆受訪者確實(shí)比iPad受訪者更傾向于認(rèn)為他們的選擇更能揭示他們的性格。
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The nib is the nub.
筆尖即內(nèi)核。
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[Paragraph 4]
Next, in the right circumstances paper can improve productivity.
其次，在適當(dāng)?shù)那闆r下，紙張可以提高生產(chǎn)力。
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A study from Vicky Morwitz of Columbia Business School, Yanliu Huang of Drexel University and Zhen Yang of California State University, Fullerton, finds that paper calendars provoke?different behaviours from digital calendars.
哥倫比亞商學(xué)院的維姬?莫維茨、德雷克塞爾大學(xué)的黃燕柳和加州州立大學(xué)富爾頓分校的楊震的一項(xiàng)研究發(fā)現(xiàn)，紙質(zhì)日歷與數(shù)字日歷會(huì)引發(fā)不同的行為。
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Users of old-fashioned calendars made more detailed project plans than those looking at an app, and they were more likely to stick to those plans.
使用傳統(tǒng)紙質(zhì)日歷的用戶比使用應(yīng)用程序的用戶制定的項(xiàng)目計(jì)劃更為詳細(xì)，而且他們按計(jì)劃行事的可能性更大。
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Simple dimensions?seem to count.

（紙質(zhì)日歷的）簡(jiǎn)單板式似乎也起作用。

The ability to see lots of days at once on a paper calendar matters, the researchers reckon; mobile-calendar users kept to their plans more if they used a “multi-day view” on their devices.
研究人員認(rèn)為，紙質(zhì)日歷上可以同時(shí)看到數(shù)日，這一特點(diǎn)很重要；如果移動(dòng)數(shù)字日歷用戶使用“多日視圖”模式，他們也會(huì)更加遵照計(jì)劃行事。?
[Paragraph 5]
Third, paper appeals to customers.
第三，紙張更吸引顧客。
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In a study from 2017 researchers found that people assigned a greater value to the physical version of a product than its digital instantiation.

2017年的一項(xiàng)研究發(fā)現(xiàn)，人們認(rèn)為實(shí)物產(chǎn)品比數(shù)字化替代品的價(jià)值更高。

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Shoppers were willing to pay more for books and films they could hold than ones they could only download.
比起只能下載的書籍和電影，消費(fèi)者愿意花更多的錢來購(gòu)買他們可以攜帶的實(shí)體書籍和電影。
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Even the sight of someone handling something can help online sales, according to a study last year by Andrea Webb Luangrath of the University of Iowa and co-authors.

據(jù)愛荷華大學(xué)的安德里亞·韋伯·盧安格拉特及合著者去年進(jìn)行的一項(xiàng)研究表明，即使是看到有人在觸摸某個(gè)物品也能幫助提高線上銷量。

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They found that Instagram posts showing hands touching products like cups of coffee or smartphones got more likes than those that were not being pawed.
并且他們發(fā)現(xiàn)，Instagram上手觸摸咖啡杯或智能手機(jī)等產(chǎn)品的帖子比那些沒有觸摸的帖子獲贊更多。
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Similarly, people browsing in a virtual-reality shop were more willing to buy a T-shirt if they saw their own simulated?hand touch it.
同樣，人們?cè)诠涮摂M現(xiàn)實(shí)商店時(shí)，如果看到自己虛擬的手觸摸到一件T恤，這會(huì)增加他們的購(gòu)買欲。?
[Paragraph 6]
All of which helps explain why retail catalogues continue to thud onto doormats and jam mailboxes.

這也就解釋了為什么商品廣告冊(cè)會(huì)紛至沓來堆滿門墊，塞滿郵箱。

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In a new study Jonathan Zhang of Colorado State University confirmed previous findings that consumers who receive paper catalogues as well as emails spend more than those who receive only digital marketing.
在一項(xiàng)新的研究中，科羅拉多州立大學(xué)的喬納森·張證實(shí)了之前的研究結(jié)果，即收到紙質(zhì)目錄和電子郵件的人群比那些只接受數(shù)字營(yíng)銷的人群消費(fèi)更多。?
Mr Zhang also delved into when these catalogues work best—as it turns out, when they are selling pricier, less functional?products, and targeting consumers who do more of their shopping offline.
張先生還深入研究了廣告冊(cè)在在什么時(shí)候最有效--事實(shí)證明，當(dāng)商家售賣價(jià)格更高、功能更少的產(chǎn)品，目標(biāo)客戶是線下購(gòu)物消費(fèi)者時(shí)最有效。
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[Paragraph 7]
Technology can close the gap between paper and screen, but not entirely.
科技可以縮小紙張和屏幕之間的差距，但不能完全彌合。
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Typing will never be as distinctive as handwriting.
打字永遠(yuǎn)不會(huì)像手寫那樣獨(dú)具一格。
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Doodling on a phone is just not as satisfying.

手機(jī)上涂寫的效果不盡如人意。

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And some of the attractions of the analogue become even clearer as digital technology becomes more pervasive?and powerful.
隨著數(shù)字技術(shù)變得更加普及和強(qiáng)大，數(shù)字模擬技術(shù)的一些吸引力也愈發(fā)突出。
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Catalogues do not have to be checked for viruses (however obsessively people wiped them down in the early days of covid-19).
廣告目錄冊(cè)不需要檢查是否攜帶病毒。（雖然在新冠早期，人們通常會(huì)給它來個(gè)全身消毒。）
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As machines get better at generating text, more exams and interview tests may be conducted with pen and paper, just to be sure.

隨著機(jī)器生成文本的能力越來越強(qiáng)，為安全起見（防止作弊），更多的考試和面試可能會(huì)用筆和紙來進(jìn)行。

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Mastery of digital technologies is vital.
掌握數(shù)字技術(shù)雖然至關(guān)重要。
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But a sense of touch,?authenticity?and humanity?still matter—and not just on paper.
但是觸感、真實(shí)性和人性更為重要--不僅僅體現(xiàn)在紙上。
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（恭喜讀完，本篇英語(yǔ)詞匯量744左右）
原文出自：2022年12月17日《The Economist》Business版塊。

精讀筆記來源于：自由英語(yǔ)之路

本文翻譯整理: Maree

本文編輯校對(duì): Irene
僅供個(gè)人英語(yǔ)學(xué)習(xí)交流使用。

【補(bǔ)充資料】（來自于網(wǎng)絡(luò)）
Dan Brown丹·布朗，美國(guó)作家。1964年，丹·布朗出生于美國(guó)新罕布夏州，1996年，出于對(duì)密碼破譯和秘密情報(bào)機(jī)構(gòu)的興趣，丹·布朗創(chuàng)作了他的第一部小說《數(shù)字堡壘》，隨后創(chuàng)作出版了《騙局》、《天使與魔鬼》、《達(dá)·芬奇密碼》。
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觸碰研究：愛荷華大學(xué)的Andrea Webb Luangrath、威斯康星大學(xué)麥迪遜分校的Joann Peck和BI挪威商學(xué)院的Anders Gustafsson研究發(fā)現(xiàn)，對(duì)于觸摸發(fā)起者而言，他們往往會(huì)低估觸摸互動(dòng)的作用，傾向于認(rèn)為接受者對(duì)觸摸的評(píng)價(jià)是消極的。通過仿真實(shí)驗(yàn)?zāi)M了一個(gè)銷售場(chǎng)景中的互動(dòng)，來探究當(dāng)被試被要求發(fā)起觸摸時(shí)，是否會(huì)導(dǎo)致他們對(duì)這一互動(dòng)的評(píng)價(jià)更為負(fù)面。被試來自于295名本科生，并且被隨機(jī)分配為“被指示進(jìn)行觸碰”和“不觸碰”兩種情況。實(shí)驗(yàn)結(jié)果表明觸摸能帶來很多積極的影響，例如在飯店中被觸摸的客戶會(huì)給服務(wù)員更高的小費(fèi)，且產(chǎn)生更積極的評(píng)價(jià)反饋，并傾向于參與財(cái)務(wù)冒險(xiǎn)活動(dòng)。此外當(dāng)一個(gè)請(qǐng)求與觸摸相結(jié)合時(shí)，消費(fèi)者也會(huì)更容易接受該請(qǐng)求，無論這個(gè)請(qǐng)求是關(guān)于幫助購(gòu)買產(chǎn)品、讓其他顧客插隊(duì)或者是按處方服用藥物。
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【重點(diǎn)句子】（3?個(gè)）
Recent research underscores the enduring value of this ancient technology, whether in making decisions, enhancing productivity or winning over customers.
最新研究強(qiáng)調(diào)，無論是在決策的效力，還是提高生產(chǎn)力，又或是爭(zhēng)取客戶方面，造紙這項(xiàng)技術(shù)的價(jià)值都經(jīng)久不衰。
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The researchers speculate that people make more virtuous decisions on paper because it feels more consequential than a pixelated screen.
研究人員推測(cè)，人們?cè)诩埳献龀龅臎Q定更具效力，因?yàn)檫@比在屏幕上感覺更莊重。
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Technology can close the gap between paper and screen, but not entirely.
技術(shù)可以縮小紙張和屏幕之間的差距，但不能完全彌合。
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