研究：穿名牌應聘更容易成功
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,你正在面試兩個能力、資歷相當且都非常適合這項工作的人,但是一個人穿著H&M的服裝,另一個穿了路易·威登（Louis Vuitton）的服裝.你會雇傭哪一個呢？
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.
《商業研究雜志》（The Journal of Business Research）近期一項新研究表明,你更可能會選擇后者.來自韓國延世大學（Yonsei University）和卡羅萊納海岸大學（Coastal Carolina University）的研究者們,對韓國首爾市區大學學生進行了"我們對他人所穿著的不同品牌服裝有何不同反應"的調查.為了做這項研究,他們測試了幾種方案,觀察人們對著名牌、著普通品牌和著無牌服飾的人的反應.他們發現幾乎在所有情況下,人們都會對穿著名牌服飾的人給予特殊照顧.
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.
研究者把這種效應稱作高成本信號理論（costly signaling theory）,也就是說人們通過炫耀自己的外表將"自己有錢這樣做"的信號傳遞給他人.在名牌的影響下,這個理論預測人們穿著昂貴的服飾是為了炫耀自己買得起奢侈品,從而能夠提高他們在別人眼中的地位.
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.
在第一種方案中,180名觀察者的面前放了一張一位女士穿著白色POLO衫的照片,根據圖片,他們要評價其財富程度、社會地位、吸引力、可信度和其他品質.總共使用了三個版本的照片,除了T恤衫上的品牌商標（奢侈品、普通品牌、無牌）不同之外,其他均相同.調查結果顯示,觀察者認為穿著奢侈品牌服飾的她在財富程度和社會地位上明顯高于著另外兩種服飾的她.
