Why are we addicted to upgrades.docVIP

：随着科技的不断发展，电子产品也是日新月异。面对升级换代的诱惑 lure 、来自朋友圈的压力、以及各式营销心理战，你是心动？行动？还是按兵不动？ 放大这张图片 Internet 随着科技发展，电子产品也日新月异。面对升级换代的诱惑、来自朋友的压力、以及营销心理战。你是心动？行动？还是按兵不动？ Although his 1-year-old smartphone still works perfectly, Li Jijia already feels the need to replace it.尽管用了一年的智能手机完好无损，李继嘉（音译）已经动了想换新手机的念头。 “It has been a year. There are many better ones available now,” said the 21-year-old education major at Central China Normal University. “It’s time to upgrade my phone.”“已经用了一年了，市面上出了很多更强大的手机。”就读于华中师范大学教育学专业、21岁的李继嘉说：“是时候换新手机了”。 Li’s impatience is shared by many. Shortly after the season when new gadgets are released, many consumers feel the urge to upgrade their electronic devices, even though the ones they have still work just fine.很多人都像李继嘉一样急切。新品发布季刚过，很多顾客便迫不及待地要更新他们的电子设备，即便旧的仍能正常使用。 As consumers obsess over Apple’s newly released products and debate whether the Google tablet is better than the new Amazon Kindle, it might be time to take a step back and ask: “Do we really need the latest upgrades?”当顾客们正痴迷于苹果的新产品，热议着谷歌平板电脑和亚马逊Kindle阅读器哪个更好时，或许我们是时候该退一步好好想想了：“我们真的需要这些最新的电子产品吗？” New psychology新一轮的心理战 According to Donald Norman, American author of the book The Design of Everyday Things, “planned obsolescence” is the trick behind the upgrading culture of today’s consumer electronics industry.《设计每天的生活》一书的作者、美国作家唐纳德?诺曼认为，隐藏在当今电子行业不断更新换代文化背后的是“计划性报废”的把戏。 The New York Times cited Norman last month, saying that electronics manufactures strategically release new upgrades periodically, both for hardware and software, so that customers on every level feel the need to buy the newest version.上个月《纽约时报》引用诺曼的话说，电子厂商们有计划地定期发布最新的软硬件升级产品，这样一来每个层次的顾客都觉得有必要去购买最新版本。 “This is an old-time trick– they’re not inventing anything new,” he said.诺曼表示：“这还是过去的旧把戏——没什么新点子。” Thomas Wensma, a Dutch designer, despises the “planned obsolescence” of companies, as recently reported by UK-based The Guardian.最近英国《卫报》有报道称，来自荷兰的设计师托马斯?文斯玛十分鄙视许多公司采取的“计划性淘汰”策略。 Wensma said this is a wasteful system through which comp