Emotions and Unlearning in Amway Recruiting Techniques
基于安利招募方法的民族志研究，揭示了招募者如何通过制造强烈且矛盾的情绪（即矛盾心理）来促使新成员忘却旧认知并学习新行为，构建了一个由矛盾心理触发的完整忘却与再学习三阶段模型。
Based on an ethnography of recruiting methods, this article explains why Amway distributors attempt to generate strong and conflicting emotions among recruits (i.e. ambivalence) to facilitate learning. Case data are used to construct a three-stage model of the full unlearning and relearning cycle that is triggered by felt ambivalence. Thus, emotion is seen as a core element in changing the cognitions and behaviors of individuals and organizations. The micro- and macro-level implications of bridging the research on emotion and learning theories are discussed.