In an era of constant connectedness—from Twitter tweets to the 24-hour news cycle—the need for marketers to be nimble and responsive to the needs of consumers and ever-evolving markets is greater than ever before. Indeed, being able to be “in the moment” and to react instantaneously demands a different kind of training and education than the slower paced, carefully constructed, and casually timed marketing campaigns of yesterday. Improvisational comedy and its tenets—agreement (“Yes, and . . . ”); be you (and know that you are enough); make bold, unexpected choices—require a comparable, in-the-moment mind-set that encourages group collaboration, positive self-efficacy, and the ability to generate creative ideas without hesitation. Two studies show that improvisational training has positive consequences for group collaboration, self-efficacy, and divergent thinking, skills essential for modern marketing roles. First, an exploratory study of the general population reveals preliminary links between improvisation familiarity and the aforementioned marketing skills, as well as between a brief improv manipulation and divergent thinking. Second, a follow-up study using actual students in a 10-week improvisation course confirms causal relationships between long-term improv training and group collaboration, self-efficacy, and divergent thinking. Effect sizes are large and endure even 4 months following the improv training.

中文翻译：

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改善喜剧和现代营销教育：探索不同思维，自我效能感和协作的后果

在一个持续联系的时代（从Twitter推文到24小时新闻周期），营销人员变得敏捷并且对消费者和不断发展的市场的需求做出响应的需求比以往任何时候都更加重要。的确，与昨天较慢的节奏，精心构造的和随意安排的营销活动相比，要“时刻”做出即时反应并需要不同的培训和教育。即兴喜剧及其宗旨-协议（“是，……”）；是你（知道你足够了）；做出大胆的，意想不到的选择-需要具有可比性的，瞬间的思维定式，以鼓励团队合作，积极的自我效能以及毫不犹豫地产生创意的能力。两项研究表明，即兴训练对小组合作，自我效能感，和不同的思维，现代营销角色必不可少的技能。首先，对一般人群的探索性研究揭示了即兴熟悉和上述营销技巧之间的初步联系，以及即兴即兴的短暂操纵和分歧思维之间的初步联系。其次，在为期10周的即兴课程中对实际学生进行的后续研究证实了长期即兴培训与小组合作，自我效能和发散思维之间的因果关系。即兴训练后，效果大小很大，甚至可以承受4个月。以及短暂的即兴操纵和分歧思维之间。其次，在为期10周的即兴课程中对实际学生进行的跟踪研究证实了长期即兴培训与小组合作，自我效能感和分歧思维之间的因果关系。即兴训练后，效果大小很大，甚至可以承受4个月。以及短暂的即兴操纵和分歧思维之间。其次，在为期10周的即兴课程中对实际学生进行的跟踪研究证实了长期即兴培训与小组合作，自我效能感和分歧思维之间的因果关系。即兴训练后，效果大小很大，甚至可以承受4个月。