The researchers call this effect an example of costly signaling theory, which says that people show off to “signal to others that they can afford to do so. In the case of luxury brands, the theory predicts that people wear expensive clothing to flaunt that they can afford it, thereby increasing their status in the eyes of others.

研究者把这种效应称作高成本信号理论(costly signaling theory)，也就是说人们通过炫耀自己的外表将“自己有钱这样做的信号传递给他人。在名牌的影响下，这个理论预测人们穿着昂贵的服饰是为了炫耀自己买得起奢侈品，从而能够提高他们在别人眼中的地位。

In the study's first scenario, 180 observers were shown a picture of a woman wearing a white polo shirt and asked to rate her wealth, status, attractiveness, trustworthiness, and other characteristics. Three versions of the picture were used, identical except for the shirt's visible brand logo (luxury, non-luxury, or none). The observers of the luxury logo rated the woman significantly higher on wealth and status than did the observers of the non-luxury logo or no logo.

在第一种方案中，180名观察者的面前放了一张一位女士穿着白色POLO衫的照片，根据图片，他们要评价其财富程度、社会地位、吸引力、可信度和其他品质。总共使用了三个版本的照片，除了T恤衫上的品牌商标(奢侈品、普通品牌、无牌)不同之外，其他均相同。调查结果显示，观察者认为穿着奢侈品牌服饰的她在财富程度和社会地位上明显高于着另外两种服饰的她。

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