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(单词翻译)
This is Scientific American’s 60-Second Science, I’m Karen Hopkin. This will just take a minute.
Some people pay big bucks1 for a designer handbag or a luxury car—and the distinctive2 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 Marketing3.
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 premium4 for items whose branding is more discreet5. These patricians6 don’t need gaudy7 symbols to advertise their wealth.
Status seekers, on the other hand, are drawn8 to more obvious logos. These designer items let the less affluent9 know that they’ve been outclassed. The irony10 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 counterfeit11 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.
Thanks for the minute for Scientific American’s 60-Second Science, I’m Karen Hopkin
1 bucks | |
n.雄鹿( buck的名词复数 );钱;(英国十九世纪初的)花花公子;(用于某些表达方式)责任v.(马等)猛然弓背跃起( buck的第三人称单数 );抵制;猛然震荡;马等尥起后蹄跳跃 | |
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2 distinctive | |
adj.特别的,有特色的,与众不同的 | |
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3 marketing | |
n.行销,在市场的买卖,买东西 | |
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4 premium | |
n.加付款;赠品;adj.高级的;售价高的 | |
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5 discreet | |
adj.(言行)谨慎的;慎重的;有判断力的 | |
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6 patricians | |
n.(古罗马的)统治阶层成员( patrician的名词复数 );贵族,显贵 | |
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7 gaudy | |
adj.华而不实的;俗丽的 | |
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8 drawn | |
v.拖,拉,拔出;adj.憔悴的,紧张的 | |
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9 affluent | |
adj.富裕的,富有的,丰富的,富饶的 | |
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10 irony | |
n.反语,冷嘲;具有讽刺意味的事,嘲弄 | |
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11 counterfeit | |
vt.伪造,仿造;adj.伪造的,假冒的 | |
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