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.
第二個方案中,有150個人觀看了一位女士應聘實習崗位的視頻.同樣有三種版本,同樣是除T恤衫商標不同之外其他均相同.這次,觀察者要對她的個人品質進行排序,還要判斷她是否適合這項工作和她應得的薪資.觀察者再一次認為著奢侈品牌服飾的她更適合這項工作,且社會地位和財富值更高.他們還認為她應得到最高的薪資待遇.之后,他們在5個范圍內選擇她的時薪,超過一半的奢侈品觀察者選擇了最高的兩種時薪,而普通品牌觀察者選擇最高時薪的只有12%, 無牌觀察者只有10%做出了同樣的選擇.
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.
但這并不意味著在下次面試前沖到商場隨意揮霍,買一雙Gucci的鞋子.研究人員提到說還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,觀察者必須在沒有提示的情況下認出此品牌.如果穿戴者自己指出穿的是什么,這個效應就不成立了.當然,觀察者一定要知道這個品牌才會在第一時間認出來.
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.研究人員說,本身很富有的觀察者若看到俗麗的服裝效果反而會適得其反.有錢人更喜歡他人用微妙的方式來炫耀社會地位,而浮夸的服裝則被視作低級趣味不能入眼.這時,廉價設計師的服裝正好迎合相反的品味,衣服經常帶有大大的品牌標志以便讓其購買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.
應聘是一個含有偏見與歧視的過程,現在我們可以將時尚納入其中了.
