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  3. Governments typically use two tools to encourage citizens to engage in civic behavior like paying their taxes, driving safely or

Governments typically use two tools to encourage citizens to engage in civic behavior like paying their taxes, driving safely or

admin2014-10-24  69
问题     Governments typically use two tools to encourage citizens to engage in civic behavior like paying their taxes, driving safely or recycling their garbage: exhortation and fines. These efforts are often ineffective. As every successful parent learns, one way to encourage good behavior, from room-cleaning to tooth-brushing, is to make it fun. Not surprisingly, the same principle applies to adults.
    In this spirit, the Swedish division of Volkswagen has sponsored an initiative they call The Fun Theory. Their first project is to get people to use a set of stairs rather than the escalator that ran alongside it. By transforming the stairs into a piano-style keyboard such that walking on the steps produced notes, they made using the stairs fun, and they found that stair use increased by 66 percent.
    The musical stairs idea is more amusing than practical, so The Fun Theory sponsored a contest to generate other ideas. The winning entry suggested offering both positive and negative reinforcement to encourage safe driving. Specifically, a camera would measure the speed of passing cars. Speeders would be issued fines but some of the fine revenues would be distributed via lottery to drivers who were observed obeying the speed limit. A short test of the idea offered promising results.
    This example illustrates an important behavioral point: many people love lotteries. In using lotteries to motivate it is important to get the details right. Participants are likely to find a lottery more enticing if they find out that they would have won. The Dutch government uses this principle very effectively. One of its state lotteries is based on postal codes. If your postal code is announced as the winner, you know that you would have won had you only bought a ticket. The idea is to play on people’s feelings of regret.
    Lotteries are just one way to provide positive reinforcement. Their power comes from the fact that the chance of winning the prize is overvalued. Of course you can simply pay people for doing the right thing, but if the payment is small, it could well backfire.(If the total non-speeding-prize money had been divided up evenly among all those who drove within speed limit, I estimate that the price paid would have been about 25 cents per driver. Would anyone bother for that?)
    An alternative to lotteries is a frequent-flyer-type reward program, where the points can be redeemed for something fun. A free goodie can be a better inducement than cash since it offers that rarest of commodities, a guilt-free pleasure. This sort of reward system has been successfully used in England to encourage recycling. In the Royal Borough of Windsor and Maidenhead outside of London, citizens could sign up for a rewards program in which they earned points depending on the weight of the material they recycled. The points were good for discounts at merchants in the area. Recycling increased by 35 percent. The moral here is simple. If governments want to encourage good citizenship, they should try making the desired behavior more fun.
The Fun Theory helped to encourage safe driving by______.
选项 A、heavily fining traffic rule violators
B、rewarding those who observe traffic rules
C、channeling part of traffic fines into incentive lotteries
D、setting up a digital supervision system
答案C
解析 第三段提到了“趣味理论”项目为了鼓励安全驾驶提出的新举措，从正反两方面来鼓励安全驾驶(offering both positive and negative reinforcement to encourage safe driving)。negative指的就是对超速者进行罚款，而positive指的就是将罚款所得的钱以彩票的形式分发给严格遵守限速规定的司机。因此，[A]和[B]两个选项都只说明了问题的一个方面，不全面，[C]选项才是正确答案。[D]选项也是只涉及了新措施开展过程中的一个小细节，那就是用数字监控系统监控车速。
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