In the second scenario, 150 observers watched a video of a woman being interviewed for an internship. Three versions of the video were used, again identical except for the logo on the woman's shirt. The observers rated the woman on a number of characteristics, but this time they also judged her suitability for the job and the pay she should receive. Observers of the luxury logo rated the woman most suitable for the job, again with significantly higher status and wealth ratings. The luxury observers also thought she deserved the highest compensation. Asked to choose her hourly pay from five ranges, over half of luxury observers chose one of the top two ranges—far greater than the 12% of non-luxury observers and 10% of no-logo observers who did the same.
第二个方案中,有150个人观看了一位女士应聘实习岗位的视频.同样有三种版本,同样是除T恤衫商标不同之外其他均相同.这次,观察者要对她的个人品质进行排序,还要判断她是否适合这项工作和她应得的薪资.观察者再一次认为着奢侈品牌服饰的她更适合这项工作,且社会地位和财富值更高.他们还认为她应得到最高的薪资待遇.之后,他们在5个范围内选择她的时薪,超过一半的奢侈品观察者选择了最高的两种时薪,而普通品牌观察者选择最高时薪的只有12%, 无牌观察者只有10%做出了同样的选择.
But this doesn't necessarily mean you should rush out and splurge on Gucci shoes before your next job interview. The researchers caution that several additional factors are at work.
但这并不意味着在下次面试前冲到商场随意挥霍,买一双Gucci的鞋子.研究人员提到说还有其他的因素在起作用.
For one, the observer must recognize the brand logo without assistance. If the wearer has to point out what she's wearing, the effect is destroyed. And, of course, the observer must know the brand to recognize it in the first place.
第一,观察者必须在没有提示的情况下认出此品牌.如果穿戴者自己指出穿的是什么,这个效应就不成立了.当然,观察者一定要知道这个品牌才会在第一时间认出来.
For another, how someone wears the brand matters. The researchers say that a gaudy outfit will probably backfire with wealthy observers. Wealthy people tend to value subtlety in showing one's social standing, viewing "loud" displays of clothing as being in bad taste. Cheaper designer items cater to the opposite impulse, often featuring large logos that allow their purchasers to conspicuously show off the brand.
另外,如何穿才最重要.研究人员说,本身很富有的观察者若看到俗丽的服装效果反而会适得其反.有钱人更喜欢他人用微妙的方式来炫耀社会地位,而浮夸的服装则被视作低级趣味不能入眼.这时,廉价设计师的服装正好迎合相反的品味,衣服经常带有大大的品牌标志以便让其购买者大肆炫耀自己的品牌.
The hiring process isknownto befraughtwith biases—now it seems we can add fashion to the list too.
应聘是一个含有偏见与歧视的过程,现在我们可以将时尚纳入其中了.
