全身名牌反被誤會「扮有錢」!研究:著呢種衫更似有錢人!

文: 梁穎心
2023.07.19

當你在名店看到全身名牌的人,你的第一印象是?研究訪問了幾個逛高級名牌服飾的人,當他們在店裡看到一個穿普通運動服的女生,傾向會認為是有錢人。為什麼全身名牌反被認為「假有錢」呢?

哈佛曾經在《Journal of Consumer Research》發表研究,發現在名牌或奢侈品店穿著普通運動服裝的人更認容易為是「大人物」,而滿身名牌的人反會被視為普通人。研究指,這證明了那些喜愛購買名牌的人,其實很渴望將把自己代入到某個牌子或族群裡,例如證明自己是富有的。

研究得出,全身名牌者給人的印象只是「假有錢」,至於品牌是否有名則不是真正有錢人在意的事。

同場加映:【今期Chill抵】最新影片

為什麼低調奢華或較招搖的炫耀更引起注目?

學者表示,這是由於「紅鞋效應」(Red Sneakers Effect),他們希望透過外在的不同突出自己,像穿紅鞋一樣與眾不同。然而那些身著全身名牌、皮草的人,越是想要像「紅鞋」般突顯自身的特別,在名牌奢侈品店裡反而會被認為是普通人。反而,當他們穿著普通運動服,則會有不少人心裡暗猜是不是大人物。

來源:HKETJournal of Consumer Research

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