60秒科学:漂亮的名牌标志给人以混淆的信息
High-end goods with recognizable logos may signal to the less affluent 1 that you have some money, but also to the wealthy that you're not one of them
Some people pay big bucks 2 for a designer handbag or a luxury car—and the distinctive 3 logo that goes along with them. Now scientists have learned that other people pay even more to leave the logo behind. The findings appear in the Journal of Marketing 4.
High-end goods are often ostentatiously labeled. After all, if you spend all that money on a status symbol, you want to make sure that other folks recognize your good taste, even at a distance. But researchers surveying California consumers found that people who are seriously well-off are willing to pay a premium 5 for items whose branding is more discreet 6.
These patricians 7 don’t need gaudy 8 symbols to advertise their wealth. Status seekers, on the other hand, are drawn 9 to more obvious logos. These designer items let the less affluent know that they’ve been outclassed. The irony 10 is that the logos mostly serve to alert the patricians that the owner is not one of them. And then there are the posers who buy flashy counterfeit 11 items that for the most part don’t fool anyone.
The lesson for marketers: when it comes to branding, less may be more. And you can charge a higher price for it, too
- He hails from an affluent background.他出身于一个富有的家庭。
- His parents were very affluent.他的父母很富裕。
- They cost ten bucks. 这些值十元钱。
- They are hunting for bucks. 他们正在猎雄兔。 来自《简明英汉词典》
- She has a very distinctive way of walking.她走路的样子与别人很不相同。
- This bird has several distinctive features.这个鸟具有几种突出的特征。
- They are developing marketing network.他们正在发展销售网络。
- He often goes marketing.他经常去市场做生意。
- You have to pay a premium for express delivery.寄快递你得付额外费用。
- Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后，清水便因稀而贵了。
- He is very discreet in giving his opinions.发表意见他十分慎重。
- It wasn't discreet of you to ring me up at the office.你打电话到我办公室真是太鲁莽了。
- There was a conflict between plebs and patricians in ancient Rome in 494BC. 在公元前494年，罗马发生了一次平民反对贵族的斗争。 来自互联网
- She was tricked out in gaudy dress.她穿得华丽而俗气。
- The gaudy butterfly is sure that the flowers owe thanks to him.浮华的蝴蝶却相信花是应该向它道谢的。
- All the characters in the story are drawn from life.故事中的所有人物都取材于生活。
- Her gaze was drawn irresistibly to the scene outside.她的目光禁不住被外面的风景所吸引。
- She said to him with slight irony.她略带嘲讽地对他说。
- In her voice we could sense a certain tinge of irony.从她的声音里我们可以感到某种讥讽的意味。
- It is a crime to counterfeit money.伪造货币是犯罪行为。
- The painting looked old but was a recent counterfeit.这幅画看上去年代久远，实际是最近的一幅赝品。