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(单词翻译:双击或拖选)
Companies spend billions on advertising1 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...hyper...extreme.
Well, a pair of scientists wanted to see if the energy drink's alleged2 qualities would influence people's performance in a racecar video game—without sipping3 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 behind the wheel of the Red Bull car, they actually drove more aggressively, scoring either incredibly fast race times, or their slowest—by driving recklessly and crashing. The study appears in the Journal of Consumer Psychology4.
Polled after the game, the players didn't realize the Red Bull image apparently5 influenced their driving. Which suggests marketing6 doesn't just influence a brand's personality. It could be shaping our personalities7, too, without our even knowing it.
Thanks for the minute. For Scientific American's 60-Second Science, I'm Christopher Intagliata.
1 advertising | |
n.广告业;广告活动 a.广告的;广告业务的 | |
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2 alleged | |
a.被指控的,嫌疑的 | |
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3 sipping | |
v.小口喝,呷,抿( sip的现在分词 ) | |
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4 psychology | |
n.心理,心理学,心理状态 | |
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5 apparently | |
adv.显然地;表面上,似乎 | |
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6 marketing | |
n.行销,在市场的买卖,买东西 | |
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7 personalities | |
n. 诽谤,(对某人容貌、性格等所进行的)人身攻击; 人身攻击;人格, 个性, 名人( personality的名词复数 ) | |
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