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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...hyper...extreme.
公司每年在广告商花上数十亿。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。
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 sipping 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.
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。
The drivers clocked similar times with most of the cars. But behind the wheel of the Red Bull car, they actually drove more aggressively, scoring either incredibly fast race times, or their slowest—by driving recklessly and crashing. The study appears in the Journal of Consumer Psychology.
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
Polled after the game, the players didn"t realize the Red Bull image apparently 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.
比赛测试结束后，玩家并没有意识到红牛的形象明显影响了他们的驾驶行为。这表明市场营销并不仅会影响自身牌子的形象，它同时也在塑造消费者的个性，尽管我们都不知道
—Christopher Intagliata
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