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Expertise Provides Protection against Bias
對潛意識賄賂說不

Money can’t buy you love. It’s assumed, though, that it can buy loyalty—at least brand loyalty. But a new study shows that people with true expertise in a subject have some immunity to the siren song of corporate sponsorship. The work appears in the Proceedings of the National Academy of Sciences. [Link to come.]
金錢買不到真愛。不過也許它可以買到忠誠，至少是對品牌的忠誠。一項新的研究發(fā)現(xiàn)，在某一方面有真才實學的人們對廣告贊助商的“糖衣炮彈”有一定的免疫力。這項研究發(fā)表在《美國國家科學學院院刊》上。

We worry about bias in all walks of life, from the lab to the legislature. Because “gifts” from special interest groups, whether pharma companies or political action committees, could sway the opinions of decision-makers.
從實驗室到立法機構(gòu)，我們擔心著各行各業(yè)的公正性。不論是制藥公司還是政府機構(gòu)，某些特殊的利益集團的“恩惠”總可以左右決策者的輿論。

To examine the relationship between gratuities and opinion, researchers asked 20 art experts and 20 non-experts to view a series of paintings. But first, subjects were shown the logo of a fictitious company that would be giving them $300 for participating.
為檢驗“小恩小惠”與輿論之間的聯(lián)系，研究人員邀請20位藝術家和20位非專家觀看一系列的繪畫作品。但是，在觀看之前研究人員向他們展示了一個虛擬公司的logo，并給他們300美金作為參與費。

Turns out the non-experts were partial to paintings that were paired with the sponsor’s logo. That preference went hand in hand with the activation of a part of the brain involved in value judgment. The experts, on the other hand, showed no such bias. They switched on another part of the brain that apparently overrode the region won over by the cash.
結(jié)果證明這20位非專家都傾向于這些圖畫與贊助商的logo有關。而這種偏愛與大腦中的價值判斷被同步激活。相對而言，專家們則沒有這種偏愛。他們大腦中的另一區(qū)域明顯戰(zhàn)勝的金錢帶來的誘惑。

So experts may be immune to subconscious bribery. But standard yes-men are still a dime a dozen.
所以，專家們可能對潛意識的賄賂免疫，但是那些只會點頭的人仍是一抓一大把。

—Karen Hopkin

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