SSS 2011-02-15

（单词翻译）

This is Scientific American’s 60-Second Science. I’m Steve Mirsky. Got a minute?

Remember the Seinfeld where George buys Jon Voight’s car? Or the one where Elaine bids on JFK’s golf clubs? Why would anyone spend money, often a lot of money, on a common object just because somebody famous once owned it? A study in the Journal of Consumer Research offers some insights.

In one experiment subjects rated how much they would like to own, say, a watch. Some were told it had belonged to a nobody, others heard it was once a celebrity¹’s. Study participants rated the same objects as more desirable when they carried the alleged² celebrity luster³.

Some buyers look at a celebrity’s former possession as an investment, because they know somebody else will pay even more for it eventually. But other purchasers of objects touched by a famous person are swayed by so-called contagion⁴: the implicit⁵ belief that the thing retains some essence or physical trace of the former owner.

In the Seinfeld episode, Elaine got JFK’s golf clubs for $20,000, twice as much as she had been given permission to bid. In an actual auction⁶ in 1996 JFK’s clubs went for more than a quarter of a million, which sounds crazy until you remember that you probably got the bag, too.

Thanks for the minute. For Scientific American’s 60-Second Science, I’m Steve Mirsky.