科學60秒:名人物品更值錢
來源：滬江聽寫酷
2011-07-15 10:00
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 ____1____.
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 celebrity’s. Study participants rated the same objects as more desirable when they carried the alleged celebrity ____2____.
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 ____3____ by so-called contagion: the implicit belief that the thing retains some essence or physical trace of the former owner.
In the Seinfeld ____4____, Elaine got JFK’s golf clubs for $20,000, twice as much as she had been given permission to bid. In an actual ____5____ 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.
【視聽版科學小組榮譽出品】
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 celebrity’s. Study participants rated the same objects as more desirable when they carried the alleged celebrity ____2____.
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 ____3____ by so-called contagion: the implicit belief that the thing retains some essence or physical trace of the former owner.
In the Seinfeld ____4____, Elaine got JFK’s golf clubs for $20,000, twice as much as she had been given permission to bid. In an actual ____5____ 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.
【視聽版科學小組榮譽出品】
insights
luster
swayed
episode
auction
你是否記得在劇集《宋飛傳》里，喬治買下了喬恩?沃伊特的車？又是否記得伊萊恩投標承包了JKF的高爾夫俱樂部？為什么總會有人僅僅因為某樣物品曾經(jīng)被名人擁有過，就花錢——而且通常是花大錢——去買下一件普通的東西呢？《消費者研究》雜志上的一項研究發(fā)表了一些見解。
在一項實驗中，人們對某件物品——比如說一塊手表——進行估價。某些人被告知這件物品并不屬于任何人，其他人則被告知這是一塊名人的手表。面對同一件物品，當它被撒上所謂的名人的光輝之后，研究參與者對它的估價就會更高。
有些買家將名人擁有的物品看做一項投資商品，因為他們知道始終會有其他人愿意出更高的價錢買下它。但有些買家買下名人碰過物品則是被所謂的名人傳播效應(yīng)影響了——他們確信這件物品仍保留了前主人的精神和觸痕。
在《宋飛傳》的情節(jié)中，伊萊恩用兩萬美元買下了JFK的高爾夫俱樂部，超出她被允許出價的兩倍。在1996年JFK俱樂部拍賣現(xiàn)場，成交價要高于25萬美元。這聽上去也許很瘋狂，但也許你會突然想起自己也買過這么一個手袋呢.
