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新民随笔 硬币测试 徐轶汝 已在国内多个城市的繁华地段出现的“一箱硬币”测试不出所料来到了上海—— 昨天有人在轨交嘉善路站和徐家汇站放置了1000枚一元硬币和一箱矿泉水,并在旁竖了牌子,上书:如果您急需零钱和水,请自取,每人最多5元。结果是矿泉水被取完了,但只有两三人拿了零钱。 这个结果和其他城市的大同小异,据说还有人在取钱时被“呵止”。于是,“吃瓜群众”纷纷表示,好感动,好温暖! 被感动了?才怪,你“被套路”了。 因为,这“一箱箱硬币”的背后,都有同一家公司的影子。媒体调查发现,广州、郑州、沈阳、成都的活动策划方,都属于同一家位于深圳的母公司。而这些子公司在其微信公众号上都发布了活动的相关文章,这些标题高度相似的文章成了爆款,公众号也赚足了粉丝和关注。 这才是这些公司策划硬币测试的初衷,为了博眼球,为了营销!至于那些美好的说辞:唤起契约精神、做公益……也就是目的达到后摆出的姿态罢了。 回过头来看活动本身,区区“一箱硬币”能否测出“城市温度”?答案显然是否定的。从统计学角度来看,测试不仅样本少(偌大的城市里只有两个点)、时间短(3小时),设置的条件和要素也过于单一。试试把测试的时间地点换成月黑风高夜,人烟稀少处;或者把硬币换成10元纸币?还可以找一群“演员”来“哄抢”硬币,看看围观者的反应。 所以,这样的硬币测试,无论结果是“感人”还是“吓人”,都不能说明什么。光天化日的闹市街头,有人“送钱”,正常人的第一反应应该是“有诈”,这从围观者纷纷拍照的举动就可以看出。而策划者之所以“成功”,只是因为他们“踏准”了窥探人性这个“燃点”,吸引了大众的注意力。
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