科学60秒:小品牌，大学问
来源：沪江听写酷
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.
【视听版科学小组荣誉出品】
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.
【视听版科学小组荣誉出品】
hyper
sipping
behind the wheel of
recklessly
apparently
公司每年在广告上花上数十亿。但这并不只是在推销商品——这也是在推销他们品牌的“个性”。试想一下这个品牌：红牛。你脑海中想到的是什么？大多数人会想到速度、力量、亢奋和极端。
两个科学家想看看如果没有和红牛的话，运动饮料所宣称的品牌性质是否会影响人们在赛车游戏中的表现。因此他们招募了70个志愿者用规格相同但喷漆不同的车进行赛车比赛，其中四辆车喷的油漆是吉尼斯、纯果乐、可口可乐和红牛四个品牌的标志和颜色，另一辆车则只喷了绿色。
车手们完成赛程的时间和大多数人差不多，但驾驶红牛赛车的车手明显更具侵略性，他们完成比赛的速度或是快得难以置信，或是慢得不可思议——因为驾驶莽撞和碰撞太多。这项研究刊登在《消费者心理》杂志上