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『消费』你要iphone的真实原因……因为清洁工都有了  

2011-09-22 05:45:03|  分类: 默认分类 |  标签: |举报 |字号 订阅

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Why you really want that iPhone... because the janitor has one
你想要iphone的真实原因……因为清洁工都有了

It used to be sports stars and celebrities that would make us rush out and buy the latest gadgets and gizmos.
曾几何时只有体育明星和名人才能让我们奋不顾身地抢购最新科技产品。

But a study has flipped that theory on its head by suggesting it is actually the cleaner or the caretaker who most influences the new technologies we buy.
但一项研究却推翻了这一说法,他们认为其实是清洁工和保姆们才对我们购买新数码产品有着最大的影响力。

It states that seeing a desirable item in the hands of someone we consider 'inferior' convinces us to rush out and buy it - for fear of being looked down upon.
这一研究指出,当看到那些我们觉得“不如我们”的人手中拿着让人羡慕的东西时,我们会不由自主地去购买,原因就是生怕没这就会让人看不起。

Perception: It is now people who we believe are 'inferior' that entice us to buy the latest gadgets and gizmos, a study claims

The phenomenon is called 'low status user effect' and has been put forward by researchers Edith Shalev, of the Israel Institute of Technology, and Vicki G Morwitz, of New York University.
这种现象被研究者们,以色列科技学院的Edith Shalev和纽约大学的Vicki G Morwitz称作“位低者使用效益”。

'It may be the janitor who makes you want to run out and purchase the latest gadget,' they stated in their paper, published in the Journal of Consumer Research.
“清洁工才可能是迫使你购买最新产品的动力。”在其发表在消费者研究杂志的论文上,他们这样写道。

'Consumers from a lower socio-economic status are not usually considered ideal influencers for higher status customers.
“社会地位和收入水平都比较的消费者们一般来说被认为不能对高低位消费者产生什么影响。”

'After all, people accept influence from those they identify with - those who are similar to them or people who they aspire to be like.
“毕竟人们总是容易受那些自己有认同感的人,也就是自觉跟他们差不多或者有志成为的人影响。”

Desirable: People wanted gadgets much more when they were in the hands of people they perceived to be 'inferior' to them

'This scenario [of a product being in the hands of an 'inferior'] might lead the observer to think: if a lower socio-economic status person owns the latest tech gadget and I don’t, what does this mean about my relative technological innovativeness?'
“但当看到不如自己的人拿着什么时可能会让人觉得如果地位、收入都不如我的人也能有这种最新产品,我却没有的话,这岂不是说明我跟不上数码流行趋势?”

In one of the studies, participants were more interested in a high-end T-shirt when a grocery packer wore it than when a student did.
在研究之一中,当看到超市打杂员穿着高价T恤,人们会更想购买,而不是看到学生穿着同样的衣服时。

Security guards using a wireless charger were also more 'attractive' than when it was used by architects.
保安们使用的无线充电器也会比建筑师们手里的更加“有吸引力”。

原文链接: dailymail

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