“口红效应”英语怎么说?

 　　在美国，每当经济不景气的时候，口红的销量就会明显上升。这是为什么呢？原来，在经济不景气的情况下，人们仍然会有强烈的消费欲望，但是实际经济能力又无法承担珠宝首饰、衣服等高价消费品，于是人们便会转而购买相对比较廉价的商品。口红作为一种“廉价的非必要之物”成为女性消费者的首选商品，于是就有了一个有趣的经济现象lipstick¹ effect，即“口红效应”。

　　The lipstick effect is the theory that when facing an economic crisis consumers will be more willing to buy less costly² luxury goods. Instead of buying expensive fur coats, women will buy expensive lipstick.

　　口红效应 指的是在经济危机时消费者更愿意购买相对廉价的奢侈品这样一个理论。女性消费者在经济危机时选择购买的不是价格不菲的皮草服装，而是高档口红。

　　The underlying³ assumption is that consumers will buy luxury goods even if there is a crisis. When consumer trust in the economy is dwindling⁴, consumers will buy goods that have less impact on their available funds. Obviously men will not be buying lipstick, but could be tempted⁵ by expensive beer or smaller, less costly gadgets⁶.

　　口红效应揭示的是这样一种思维：就算在经济不景气的情况下，人们仍然有购买奢侈品的愿望。当人们意识到经济在下滑的时候，他们会购买一些对其现有资金影响不大的商品。男性消费者当然不会去买口红了，不过他们可能会买高档啤酒或一些小巧又不太贵的小玩意。

1 lipstick   

n.口红，唇膏

参考例句：

• Taking out her lipstick,she began to paint her lips.她拿出口红，开始往嘴唇上抹。
• Lipstick and hair conditioner are cosmetics.口红和护发素都是化妆品。

2 costly   

adj.昂贵的，价值高的，豪华的

参考例句：

• It must be very costly to keep up a house like this.维修这么一幢房子一定很昂贵。
• This dictionary is very useful,only it is a bit costly.这本词典很有用，左不过贵了些。

3 underlying   

adj.在下面的，含蓄的，潜在的

参考例句：

• The underlying theme of the novel is very serious.小说隐含的主题是十分严肃的。
• This word has its underlying meaning.这个单词有它潜在的含义。

4 dwindling   

adj.逐渐减少的v.逐渐变少或变小( dwindle的现在分词 )

参考例句：

• The number of wild animals on the earth is dwindling. 地球上野生动物的数量正日渐减少。 来自《简明英汉词典》
• He is struggling to come to terms with his dwindling authority. 他正努力适应自己权力被削弱这一局面。 来自辞典例句

5 tempted   

v.怂恿（某人）干不正当的事；冒…的险（tempt的过去分词）

参考例句：

• I was sorely tempted to complain, but I didn't. 我极想发牢骚，但还是没开口。
• I was tempted by the dessert menu. 甜食菜单馋得我垂涎欲滴。

6 gadgets   

n.小机械，小器具（ gadget的名词复数 ）

参考例句：

• Certainly. The idea is not to have a house full of gadgets. 当然。设想是房屋不再充满小配件。 来自超越目标英语 第4册
• This meant more gadgets and more experiments. 这意味着要设计出更多的装置，做更多的实验。 来自英汉非文学 - 科学史