剑桥雅思10Test1阅读Passage3原文翻译The psychology of innovation创新的心理

剑桥雅思10阅读第 一套题目第三篇文章的主题为创新的心理机制。文章一共11段，分别介绍了价值观契合，内部合作，社会认同，减少规则等方式在鼓励创新方面的作用。下面是具体每一段的翻译。

剑桥雅思10 Test1 Passage3阅读原文翻译

第1段

Innovation is key to business survival,and companies put substantial resources into inspiring employees to develop new ideas.There are,nevertheless,people working in luxurious,state-of-the-art centres designed to stimulate innovation who find that their environment doesn’t make them feel at all creative.And there are those who don’t have a budget,or much space,but who innovate successfully.

创新是商业赖以生存的关键，公司将大量的资源用于激励员工提出新想法。但是，仍然有那么一些人虽然在豪华、先进、并以刺激创新为目的而设计的中心工作，却觉得环境一点也没有让他们感到有创造的动力。也有一些人虽然没有充足的预算，或者足够的空间，却成功地实现了创新。

第2段

For Robert B.Cialdini,Professor of Psychology at Arizona State University,one reason that companies don’t succeed as often as they should is that Innovation starts with recruitment.Research shows that the fit between an employee’s values and a company’s values makes a difference to what contribution they make and whether,two years after they join,they’re still at the company.Studies at Harvard Business School show that,although some individuals may be more creative than others,almost every individual can be creative in the right circumstances.

对于亚利桑那州立大学心理学教授Robert B.Cialdini而言，公司未能获得应有的成功的原因之一在于创新始于招聘。研究表明，员工价值观与公司价值观之间的契合度会影响他们做出的贡献以及加入两年后是否仍在该公司工作。哈佛商学院的研究表明，尽管某些人可能比其他人更具创造力，但几乎每个人都可以在适当的情况下发挥创造力。

第3段

One of the most famous photographs in the story of rock’n’roll emphasises Cialdini’s views.The 1956 picture of singers Elvis Presley,Carl Perkins,Johnny Cash and Jerry Lee Lewis jamming at a piano in Sun Studios in Memphis tells a hidden story.Sun’s‘million-dollar quartet’could have been a quintet.Missing from the picture is Roy Orbison,a greater natural singer than Lewis,Perkins or Cash.Sam Phillips,who owned Sun,wanted to revolutionise popular music with songs that fused black and white music,and country and blues.Presley,Cash,Perkins and Lewis instinctively understood Phillips’s ambition and believed in it.Orbison wasn’t inspired by the goal,and only ever achieved one hit with the Sun label.

一张摇滚故事中最著 名的照片印证了Cialdini的观点。这张1956年，歌手Elvis Presley，Carl Perkins，Johnny Cash和Jerry Lee Lewis在孟菲斯Sun Studios的照片讲述了一个隐藏的故事。Sun的“百万美元四重奏”本来可以说是五重奏。照片中缺少的是Roy Orbison，一个比Lewis，Perkins或Cash更有天赋的歌手。拥有Sun的Sam Phillips希望通过融合黑白音乐，乡村音乐和布鲁斯音乐来革新流行音乐。Presley，Cash，Perkins和Lewis本能地理解Phillips的抱负，并对此抱有信心。而Orbison则没有受到这一目标的启发，只在唱片公司进行了一次演出。

第4段

The value fit matters,says Cialdini,because innovation is,in part,a process of change,and under that pressure we,as a species,behave differently,‘When things change,we are hard-wired to play it safe.’Managers should therefore adopt an approach that appears counterintuitive­—they should explain what stands to be lost if the company fails to seize a particular opportunity.Studies show that we invariably take more gambles when threatened with a loss than when offered a reward.

Cialdini说，价值观的契合很重要，因为创新在某种程度上是变革的过程，在这种压力下，作为一个物种，我们的行为方式有所不同，“当事情发生变化时，我们本能地想要安全行事。”因此，管理者应该采用一种看起来违反直觉的方法-他们应该阐明如果公司未能抓住特定机会将会损失什么。研究表明，在遭受损失威胁时，我们总是会比面对奖励时