研究：穿名牌应聘更容易成功
Wearing luxury brands makes you seem more qualified for the job
Imagine this: You're interviewing two people for a job. They're equally competent, capable, and qualified—but you can see that one is wearing an outfit from H&M and the other's clothes are clearly from Louis Vuitton. Which candidate will you hire?
想象一下,你正在面试两个能力、资历相当且都非常适合这项工作的人,但是一个人穿着H&M的服装,另一个穿了路易·威登（Louis Vuitton）的服装.你会雇佣哪一个呢？
A new study in theJournal of Business Research suggests you're more likely to choose the latter. Surveying students at a large urban university in Seoul, South Korea, researchers from Yonsei University and Coastal Carolina University examined how we react to others depending on the brands they're wearing. To do so, they tested several scenarios of someone wearing a luxury brand logo, a logo from a non-luxury brand, or no logo. They found that in nearly every situation, people gave preferential treatment to the person wearing the luxury logo.
《商业研究杂志》（The Journal of Business Research）近期一项新研究表明,你更可能会选择后者.来自韩国延世大学（Yonsei University）和卡罗莱纳海岸大学（Coastal Carolina University）的研究者们,对韩国首尔市区大学学生进行了"我们对他人所穿着的不同品牌服装有何不同反应"的调查.为了做这项研究,他们测试了几种方案,观察人们对着名牌、着普通品牌和着无牌服饰的人的反应.他们发现几乎在所有情况下,人们都会对穿着名牌服饰的人给予特殊照顾.
The researchers call this effect an example of costly signaling theory, which says that people show off to "signal" to others that they can afford to do so. In the case of luxury brands, the theory predicts that people wear expensive clothing to flaunt that they can afford it, thereby increasing their status in the eyes of others.
研究者把这种效应称作高成本信号理论（costly signaling theory）,也就是说人们通过炫耀自己的外表将"自己有钱这样做"的信号传递给他人.在名牌的影响下,这个理论预测人们穿着昂贵的服饰是为了炫耀自己买得起奢侈品,从而能够提高他们在别人眼中的地位.
In the study's first scenario, 180 observers were shown a picture of a woman wearing a white polo shirt and asked to rate her wealth, status, attractiveness, trustworthiness, and other characteristics. Three versions of the picture were used, identical except for the shirt's visible brand logo (luxury, non-luxury, or none). The observers of the luxury logo rated the woman significantly higher on wealth and status than did the observers of the non-luxury logo or no logo.
在第一种方案中,180名观察者的面前放了一张一位女士穿着白色POLO衫的照片,根据图片,他们要评价其财富程度、社会地位、吸引力、可信度和其他品质.总共使用了三个版本的照片,除了T恤衫上的品牌商标（奢侈品、普通品牌、无牌）不同之外,其他均相同.调查结果显示,观察者认为穿着奢侈品牌服饰的她在财富程度和社会地位上明显高于着另外两种服饰的她.
