這情況好比吊根蘿蔔在驢子前面一樣，驢子不斷往前追，卻吃不到、停不下。
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| 註２ |
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| 註３ |
第四種策略：提前接單
你在Netflix網站上追劇(binge-watching)，當快看完一集時，
Netflix會自動載入下一集在螢幕上，讓你繼續看，很難停下。
Uber便借鑑這演算法，
在司機即將送客人到目的地時，下一乘客的訂單已經顯示出來。
司機便如同追劇上癮一樣，持續接下去。
(其實，在路上跑的計程車，就會喜歡這模式，怕閒置賺不多)
第五種策略：免費勳章
當司機完成某項任務時，APP會贈送免費勳章(如下圖)。
有人會問：勳章能幹嘛？
它還真的不能幹嘛！不能換錢、換獎品等等。
但是它出現，就會讓司機想獲得、想蒐集，進而長時間工作。
我感覺，它就像讀幼稚園那時候，老師覺得你聽話或做了好事，所給的可愛小貼紙。
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| 註４ |
雖然，自始至終，接不接單都取決於司機意志，Uber如是說。
Uber只不過是耍點"激勵"策略，留多些司機在線上接單，擴大市占罷了，
但仍會讓人質疑：這樣真的好嗎？不會有問題嗎？
的確發生過案例，「提前接單」導致某司機停不下來。
為此，Uber APP特地增加了暫停鍵(pause button)，就跟Netflix也有這按鍵一樣。
畢竟，疲勞駕駛是危險的，無論業績再怎麼重要，仍是要以安全為前提吧！
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註１：
維基百科：優步
註２：
1.
How Uber Uses Psychological Tricks to Push Its Drivers’ Buttons
部分翻譯：
◎因為Uber公司內部存在問題，從「辦公室的性騷擾事件」
到「被人揭露－設計逃避執法單位檢查的(軟體)工具」，
所以，Uber官方對司機放低姿態，嘗試成為好公司。
在執行長Travis Kalanick，努力跟(彭博社拍攝)爆紅影片中被拍的司機激烈辯解，
並提了難堪的致歉之後，緊張的情勢更加明顯。
◎然而，紐約時報發現，Uber仍持續致力於控制司機。
而它稱為「調停平台」的運作，像是"好讓司機為Uber公司多開點"，
漸漸成為美國勞資互動模式：
勞方的工作模式，資方利用心理槓桿來控制員工的典範。
◎在引導員工達成企業目標這方面，
當Uber被懷疑是最大且最懂人性的玩家時，其他GIG也(像它)這麼幹。
Uber最大的敵手Lyft,...
當然，許多公司用心理技巧，來誘導顧客買它們產品跟服務。
而再將心理技巧擴展用到勞工，是隱約生成的變化走向。
...
儘管雇主長期以來藉助社會學來研究自家員工，是拿來幫助自家員工。
例如像Google做過...但是，
這種行為受到限制。
美國政府認為：這是因為雇主對於員工的(控制的)權力比公司對客戶的權力來得大，
(所以不能這麼在擴展控制權力)。
雇主必須要做的是，提供員工法定最低工資的保障及加班費。
然而，這可不適用於Uber，Uber有法律和道德的缺陷。
Uber的員工(司機)沒有上述的保障。
Uber施心理技巧於員工，彷彿回到之前，資方有巨大權力，來剝削勞工的年代。
◎Uber和司機的利益在某種程度上是衝突的(at odds)。
§Uber想要司機接更多單，不想發生短缺(shortages)，所以當發生短缺，就加價(surge)；
司機則想自由接單，而且希望短缺(shortage)。加價，他才能賺更多錢§
◎（１）Some local managers who were men went so far as to
adopt a female persona for texting drivers,
having found that the uptake was higher when they did.
一些當地的男性管理者，甚至採取女性角色來發短信，發現他們的接單率更高。
...
Uber acknowledged
that it had experimented with female personas to increase engagement with drivers.
Uber承認試驗過用女性角色發任務訂單，以增加司機接單意願。
◎執行長Mr. Kalanick的性格，就是Uber的公司文化。
Mr. Kalanick是計較小事的人。Mr. Kalanick曾經向部下抱怨過：
他沒有立即接收到故障通知，和親自衡量員工可以獲得免費晚餐的時間。
而現在，Uber的公司文化已經漸漸不像Mr. Kalanick，向他的競爭對手Lyft。
◎（２）During roughly the same period, Uber was increasingly concerned
that many new drivers were leaving the platform before completing the 25 rides
that would earn them a signing bonus. To stem that tide,
Uber officials in some cities began experimenting with simple encouragement:
You’re almost halfway there, congratulations!
While the experiment seemed warm and innocuous, it had in fact been exquisitely calibrated.
The company’s data scientists had previously discovered
that once drivers reached the 25-ride threshold, their rate of attrition fell sharply.
And psychologists and video game designers have long known
that encouragement toward a concrete goal can motivate people to complete a task.
在此同時，
Uber越來越擔心許多新司機在還沒完成頭25張單、取得獎金前，就離開Uber平台。
為了阻止這種潮流，一些城市的Uber官員開始嘗試簡單的鼓勵，
例如：你快完成一半了，恭喜你！
雖然實驗似乎是溫暖無害的，但實際上卻被精心校準。
該公司的數據科學家以前曾發現，一旦司機完成頭２５單這門檻，
他們的離開Uber平台，不再接訂單的機率非常低。
心理學家和視頻遊戲設計師早就知道，鼓勵實現具體目標可以激勵人們完成任務。
◎Internalized motivation is the most powerful kind.
內在動機是最強大的動機
◎
Lyft找資淺的司機做實驗，分成兩批人。
對第一批：
如果你將休息日，從星期五(乘客多)換到星期二(乘客少)，你將每小時多賺１５元。
對第二批：
如果你將休息日，不從星期五換到星期二，你將每小時少賺１５元。
實驗結果，第二種比第一種奏效。(損失厭惡)。
◎（３）received a message on the company’s driver app with the headline “Make it to $330.”
The text then explained: “You’re $10 away from making $330 in net earnings.
Are you sure you want to go offline?”
Below were two prompts: “Go offline” and “Keep driving.” The latter was already highlighted.
從APP收到的訊息，標題為“目標賺 $ 330 “，
內容則解釋說：”你還差10美元就就能達到目標的$ 330，你確定要離線(今天不接單)嗎？“
下頭是兩按鍵選項：”離線“和”繼續駕駛“。後者已經亮光顯示。
Mr. Streeter was not alone. For months, when drivers tried to log out, the app would frequently tell them they were only a certain amount away from making a seemingly arbitrary sum for the day, or from matching their earnings from that point one week earlier.
Mr.Street不是單一個例，數個月來，當別的司機要登出來，APP就會彈出視窗，
給一個"你還差Ｘ，就可以達到目標的Ｙ"，Ｙ值可能是隨便數值，或是你上週某日的收益。
§後面講，這些訊息的目的就是要讓司機工作長一點§
The beauty of the messages that Uber sent Mr. Streeter and his fellow drivers
is that the drivers need not have even had a specific income goal in mind
in order for the messages to work.
§最好就是目標是浮動的，沒有特定值，讓司機根據APP給的訊息來工作§
◎（４）Sometimes the so-called gamification is quite literal.
Like players on video game platforms such as Xbox, PlayStation and Pogo,
Uber drivers can earn badges for achievements like
Above and Beyond (denoted on the app by a cartoon of a rocket blasting off),
Excellent Service (marked by a picture of a sparkling diamond) and Entertaining Drive
(a pair of Groucho Marx glasses with nose and eyebrows).被稱作是"遊戲化"，是毫不誇張的。
如同在玩Xbox、PS、Pogo遊戲一樣，Uber司機也可以得到勳章：
例如Above and Beyond勳章就是火箭發射的卡通圖案，
而 Entertaining Drive就是..圖案。
...Uber這麼做(遊戲化)一直沒問題，就是因為Uber跟司機無雇傭關係(沒加班費可領)。
◎we’ll pay you in badges that don’t cost anything, that’s a manipulative way to go about it,
給你免費勳章，這就是一種叫你不停工作的操作手法。
◎ exploiting people’s psychological tics was unlikely
to have more than a marginal effect on how long they played Zynga’s games or drove for Uber.
It is “icing on the cake,” he said.
利用人們心理抽蓄，不太可能有大於玩多久遊戲或開多久車的邊際效應。
那是錦上添花(icing on the cake)。
◎ （５）Consider an algorithm called forward dispatch —
Lyft has a similar one — that dispatches a new ride to a driver before the current one ends.
Forward dispatch shortens waiting times for passengers,
who may no longer have to wait for a driver 10 minutes away
when a second driver is dropping off a passenger two minutes away.
§Forward dispatch演算法：
在司機即將送客人到目的地時，下一乘客的訂單已經顯示出來。
如此縮短乘客等待時間，不會等超過10分鐘§
...such automatic queuing appears to have fostered the rise of binge-watching on Netflix.
“When one program is nearing the end of its running time,
Netflix will automatically cue up the next episode in that series for you.
§這做法類似Netflix，在快看完一集時，自動載入影集的下一集，方便追劇(binge-watching)§
It requires very little effort to binge on Netflix; in fact, it takes more effort to stop than to keep going.§開始看Netflix的影集簡單，但要停下，比要繼續看來得難(一看就停不下)§
... drivers began to experience a chronic Netflix ailment —
the inability to stop for a bathroom break. Amid the uproar, Uber introduced a pause button.
§司機生Netflix病，停不下來，在一片譁然中，Uber作一個"暫停鍵"§
○..By contrast, even Netflix allows users
to permanently turn off its automatic queuing feature, known as Post-Play.
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