SSS 2011-02-02

（单词翻译）

Companies spend billions on advertising¹ every year. But they're not just pushing products—they're selling their brand's "personality," too. Think: Red Bull. What comes to mind? Most people say things like speed...power...hyper...extreme.

Well, a pair of scientists wanted to see if the energy drink's alleged² qualities would influence people's performance in a racecar video game—without sipping³ Red Bull. So they had 70 volunteers race cars with identical specs, but different paint jobs. Four with the logo and colors of a drink—Guinness, Tropicana, Coca-Coca or Red Bull—and one car just plain green.

The drivers clocked similar times with most of the cars. But behind the wheel of the Red Bull car, they actually drove more aggressively, scoring either incredibly fast race times, or their slowest—by driving recklessly and crashing. The study appears in the Journal of Consumer Psychology⁴.

Polled after the game, the players didn't realize the Red Bull image apparently⁵ influenced their driving. Which suggests marketing⁶ doesn't just influence a brand's personality. It could be shaping our personalities⁷, too, without our even knowing it.

Thanks for the minute. For Scientific American's 60-Second Science, I'm Christopher Intagliata.