科學(xué)60秒:小品牌，大學(xué)問
來源：滬江聽寫酷
2011-07-13 10:00
Companies spend billions on advertising 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...____1____...extreme.
Well, a pair of scientists wanted to see if the energy drink's alleged qualities would influence people's performance in a racecar video game—without ____2____ 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 ____3____ the Red Bull car, they actually drove more aggressively, scoring either incredibly fast race times, or their slowest—by driving ____4____ and crashing. The study appears in the Journal of Consumer Psychology.
Polled after the game, the players didn't realize the Red Bull image _____5____ influenced their driving. Which suggests marketing doesn't just influence a brand’s personality. It could be shaping our personalities, too, without our even knowing it.
【視聽版科學(xué)小組榮譽出品】
Well, a pair of scientists wanted to see if the energy drink's alleged qualities would influence people's performance in a racecar video game—without ____2____ 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 ____3____ the Red Bull car, they actually drove more aggressively, scoring either incredibly fast race times, or their slowest—by driving ____4____ and crashing. The study appears in the Journal of Consumer Psychology.
Polled after the game, the players didn't realize the Red Bull image _____5____ influenced their driving. Which suggests marketing doesn't just influence a brand’s personality. It could be shaping our personalities, too, without our even knowing it.
【視聽版科學(xué)小組榮譽出品】
hyper
sipping
behind the wheel of
recklessly
apparently
公司每年在廣告上花上數(shù)十億。但這并不只是在推銷商品——這也是在推銷他們品牌的“個性”。試想一下這個品牌：紅牛。你腦海中想到的是什么？大多數(shù)人會想到速度、力量、亢奮和極端。
兩個科學(xué)家想看看如果沒有和紅牛的話，運動飲料所宣稱的品牌性質(zhì)是否會影響人們在賽車游戲中的表現(xiàn)。因此他們招募了70個志愿者用規(guī)格相同但噴漆不同的車進(jìn)行賽車比賽，其中四輛車噴的油漆是吉尼斯、純果樂、可口可樂和紅牛四個品牌的標(biāo)志和顏色，另一輛車則只噴了綠色。
車手們完成賽程的時間和大多數(shù)人差不多，但駕駛紅牛賽車的車手明顯更具侵略性，他們完成比賽的速度或是快得難以置信，或是慢得不可思議——因為駕駛莽撞和碰撞太多。這項研究刊登在《消費者心理》雜志上
