听力首页 听力教程 VOA慢速 英语歌曲 外语下载 英语小说 英语词典 在线背单词 听力论坛 韩语学习
听力专题 英语教材 VOA标准 英语动画 英语考试 资源技巧 英语翻译 单词连连看 听力家园 德语学习
听力搜索 英语导读 BBC英语 英语视频 英语电台 英语QQ群 外语歌曲   英语游戏 英语网刊 日语学习
当前位置: 英语听力论坛 » 【每日英语新闻】 » 服装品牌影响面试结果
返回列表 发帖

服装品牌影响面试结果

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·威登的服装。你会雇佣哪一个呢?

A new study in the Journal 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.

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.

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.

In the second scenario, 150 observers watched a video of a woman being interviewed for an internship. Three versions of the video were used, again identical except for the logo on the woman's shirt. The observers rated the woman on a number of characteristics, but this time they also judged her suitability for the job and the pay she should receive. Observers of the luxury logo rated the woman most suitable for the job, again with significantly higher status and wealth ratings. The luxury observers also thought she deserved the highest compensation. Asked to choose her hourly pay from five ranges, over half of luxury observers chose one of the top two ranges -- far greater than the 12% of non-luxury observers and 10% of no-logo observers who did the same.

But this doesn't necessarily mean you should rush out and splurge on Gucci shoes before your next job interview. The researchers caution that several additional factors are at work.

For one, the observer must recognize the brand logo without assistance. If the wearer has to point out what she's wearing, the effect is destroyed. And, of course, the observer must know the brand to recognize it in the first place.

For another, how someone wears the brand matters. The researchers say that a gaudy outfit will probably backfire with wealthy observers. Wealthy people tend to value subtlety in showing one's social standing, viewing “loud” displays of clothing as being in bad taste. Cheaper designer items cater to the opposite impulse, often featuring large logos that allow their purchasers to conspicuously show off the brand.

The hiring process is known to be fraught with biases—now it seems we can add fashion to the list too.
更多英语新闻

返回列表