尽管你可能开始训练自己靠着兴奋和热情多读书，但是如果你不想出奖励或激励自己的方法，这些情感很快就会消失。
Although you might begin training to read more with excitement or enthusiasm, these can quickly disappear if you don't devise a method of rewarding or motivating yourself.
施韦策和他的同事引用的一个典型例子是2004年一家能源交易公司倒闭的事件，在该公司中，经理们用经济奖励来激励销售人员达到特定的收入目标。
A prime example Schweitzer and his colleagues cite is the 2004 collapse of a energy-trading company, where managers used financial incentives to motivate salesmen to meet specific revenue goals.
赖曼说：“对该发现的一种解释是，可能存在的奖励或许会比确定性奖励在情感上更具激励性。”
"One explanation for this finding is that possible awards may be more emotionally provoking than certainty awards," says Reimann.
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