High-end goods with
recognizable logos may signal to the less affluent that you have some money, but
also to the wealthy that you're not one of them.
購買帶有明顯標誌的高端產品可能會向並不富裕的人顯示出你比較有錢，但是對於那些真正有錢的富人來說，他們會覺得你並不像他們一樣富有。
Fancy Brand Logos Send Mixed Messages
Some people pay big bucks for a designer handbag or a luxury car—and the distinctive 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.
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 for items whose branding is more discreet.
These patricians don’t need gaudy symbols to advertise their wealth. Status seekers, on the other hand, are drawn to more obvious logos. These designer items let the less affluent know that they’ve been outclassed. The irony 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 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.
奢侈品標識給人印象不一
有些人會花大把大把的錢買名牌手提包或者豪華轎車—在購買這些奢侈品的同時，他們也在為這些醒目的產品牌子買單。現在科學家們已經發現，另外有些人甚至會花更多的錢把這些牌子“隱藏”起來。這些研究發表在《市場雜誌》（Journal of Marketing）上。
高端產品的牌子通常都非常顯眼。畢竟你在這樣一個代表身份的標誌上花錢了，你想確認別人識別出你的高品味，甚至你想讓別人只需遠遠瞟一眼就知道。但是研究人員對加州消費者的調查發現，那些真正很有錢的人卻願意花高價錢買一些標誌更加穩重的產品。
這些富人們根本不需要那些花哨的標識來炫耀他們的財富。但是對於那些追求身份的人來說，他們喜歡標誌更加顯眼的奢侈品。這些名牌產品讓並不富裕的人知道自己並不富有。不過具有諷刺意味的是，這些名牌標誌只會讓那些真正富有的人認為這些買名牌的人並不富裕。 同時也有一些喜歡賣弄的人會買一些花哨的贗品，但通常來說沒有人會認不出來。
銷售商可以從這些研究中得出一點建議：做品牌的時候，少可能反而有效。而且你還能要一個高價錢。
Vocabulary:
Recognizable：能認出來的
Logo：（某公司或機構的）標識，標誌，徽標
Affluent：富有的
Fancy：昂貴的；奢華的
Luxury：奢侈的
Distinctive：明顯的
Ostentatiously：顯眼地
Status：身份
Survey：調查
Premium：高價
Discreet：謹慎的
Patrician：貴族的；
Gaudy：花哨的
Outclass：（超過）對手
Irony：諷刺
Poser：裝模作樣的人
Flashy：俗豔的；顯眼地
Counterfeit：贗品
購買帶有明顯標誌的高端產品可能會向並不富裕的人顯示出你比較有錢，但是對於那些真正有錢的富人來說，他們會覺得你並不像他們一樣富有。
Fancy Brand Logos Send Mixed Messages
Some people pay big bucks for a designer handbag or a luxury car—and the distinctive 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.
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 for items whose branding is more discreet.
These patricians don’t need gaudy symbols to advertise their wealth. Status seekers, on the other hand, are drawn to more obvious logos. These designer items let the less affluent know that they’ve been outclassed. The irony 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 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.
奢侈品標識給人印象不一
有些人會花大把大把的錢買名牌手提包或者豪華轎車—在購買這些奢侈品的同時，他們也在為這些醒目的產品牌子買單。現在科學家們已經發現，另外有些人甚至會花更多的錢把這些牌子“隱藏”起來。這些研究發表在《市場雜誌》（Journal of Marketing）上。
高端產品的牌子通常都非常顯眼。畢竟你在這樣一個代表身份的標誌上花錢了，你想確認別人識別出你的高品味，甚至你想讓別人只需遠遠瞟一眼就知道。但是研究人員對加州消費者的調查發現，那些真正很有錢的人卻願意花高價錢買一些標誌更加穩重的產品。
這些富人們根本不需要那些花哨的標識來炫耀他們的財富。但是對於那些追求身份的人來說，他們喜歡標誌更加顯眼的奢侈品。這些名牌產品讓並不富裕的人知道自己並不富有。不過具有諷刺意味的是，這些名牌標誌只會讓那些真正富有的人認為這些買名牌的人並不富裕。 同時也有一些喜歡賣弄的人會買一些花哨的贗品，但通常來說沒有人會認不出來。
銷售商可以從這些研究中得出一點建議：做品牌的時候，少可能反而有效。而且你還能要一個高價錢。
Vocabulary:
Recognizable：能認出來的
Logo：（某公司或機構的）標識，標誌，徽標
Affluent：富有的
Fancy：昂貴的；奢華的
Luxury：奢侈的
Distinctive：明顯的
Ostentatiously：顯眼地
Status：身份
Survey：調查
Premium：高價
Discreet：謹慎的
Patrician：貴族的；
Gaudy：花哨的
Outclass：（超過）對手
Irony：諷刺
Poser：裝模作樣的人
Flashy：俗豔的；顯眼地
Counterfeit：贗品
英語原文來自SCIENTIFIC
AMERICAN《科學美國人》http://www.sciam.com
作者：Karen
Hopkin
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