In the second scenario, 150 observers watched a video of a woman being interviewed for an internship. Three versions of the video were used, again identical except for the logo on the woman's shirt. The observers rated the woman on a number of characteristics, but this time they also judged her suitability for the job and the pay she should receive. Observers of the luxury logo rated the woman most suitable for the job, again with significantly higher status and wealth ratings. The luxury observers also thought she deserved the highest compensation. Asked to choose her hourly pay from five ranges, over half of luxury observers chose one of the top two ranges—far greater than the 12% of non-luxury observers and 10% of no-logo observers who did the same.
第二个方案中,有150个人观看了一位女士应聘实习岗位的视频。同样有三种版本,同样是除T恤衫商标不同之外其他均相同。这次,观察者要对她的个人品质进行排序,还要判断她是否适合这项工作和她应得的薪资。观察者再一次认为着奢侈品牌服饰的她更适合这项工作,且社会地位和财富值更高。他们还认为她应得到最高的薪资待遇。之后,他们在5个范围内选择她的时薪,超过一半的奢侈品观察者选择了最高的两种时薪,而普通品牌观察者选择最高时薪的只有12%, 无牌观察者只有10%做出了同样的选择。
But this doesn't necessarily mean you should rush out and splurge on Gucci shoes before your next job interview. The researchers caution that several additional factors are at work.
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