Many times, you are paying for the story

  If you spend more than 1,000 yuan to buy a Zhangqiu iron pot hammered by a master blacksmith, you will feel that the money is well spent. A similar machine-made iron pot costs more than 100 yuan. Although there are some differences between the two, the difference in function is not particularly obvious. Then why are some people willing to spend ten times the money to pay for products with less obvious differences in use?
  In fact, a large part of the more than one thousand yuan you spend is paying for the story of Zhangqiu Iron Pot.
  American economist Dan Ariely said: From the early research on decision-making, it can be clearly found that we do not choose among things, but choose among the descriptions of them.
  In the documentary “China on the Bite of the Tongue”, Zhangqiu Iron Pot is described in this way: “Thirty-six thousand hammers, you can’t beat less. If you don’t have this skill, it can’t produce such products. If you fool it, it will fool it. You, it doesn’t look good. Twelve processes, eighteen times of heat, more than a dozen types of hammer tools, large and small, smelted at 1,000 degrees of high temperature, 36,000 times of forging, each forging is right The most powerful experience of iron. While injecting energy, it also gives life to the iron pot…” In
  many cases, language does not change the product itself, but it changes the way we interact with it, and also changes our perception of it. experience. The TV screen and the commentary brought us closer to the pot. Not only was there an iron pot in front of our eyes, but there was also a picture of an 83-year-old blacksmith hammering the pot persistently in the documentary. Will think of the craftsman spirit. Therefore, when we use this iron pot, we get more things.
  Language gives us a vivid story, we look at each hammer mark, this pot has a higher value in our eyes, and our experience in use will become better. Therefore, we willingly pay for language and stories.
  Another function of language is to draw our attention to certain attributes of a product. The story of Zhangqiu iron pot has focused our attention on the point of hand forging, so that it has incomparable advantages over other machine-forged iron pots. For this reason, it is easy for us to have the “endowment effect”-once we own something, we will overestimate its value, even if this kind of possession is only a virtual possession on the TV screen.
  In addition, among the more than one thousand yuan we spent, part of it was paying for fairness.
  Dan Ariely once did a study where they wanted to know how much people were willing to pay to restore their data. The results show that when people find that it only takes a few minutes for the technician to complete the data recovery, people are often less willing to pay more, but for the same amount of data, if the recovery work lasts more than a week, people will willingly pay more. cost.
  A few hours of machine forging and a few days of manual hammering, even if the two products have little difference in use effect, we are still willing to pay much higher money for manual manufacturing. At this time, we will mix effort and value together to think, fundamentally In other words, we value the process of hard work more than the result. Tens of thousands of hard work make us feel that it is more fair to pay a high price.

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