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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.

公司每年在廣告商花上數(shù)十億。但這并不只是在推銷商品——這也是在推銷他們品牌的“個(gè)性”。試想一下這個(gè)品牌：紅牛。你腦海中想到的是什么？大多數(shù)人會(huì)想到速度、力量、亢奮和極端。

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.

兩個(gè)科學(xué)家想看看如果沒有和紅牛的話，運(yùn)動(dòng)飲料所宣稱的品牌性質(zhì)是否會(huì)影響人們在賽車游戲中的表現(xiàn)。因此他們招募了70個(gè)志愿者用規(guī)格相同但噴漆不同的車進(jìn)行賽車比賽，其中四輛車噴的油漆是吉尼斯、純果樂、可口可樂和紅牛四個(gè)品牌的標(biāo)志和顏色，另一輛車則只噴了綠色。

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.

車手們完成賽程的時(shí)間和大多數(shù)人差不多，但駕駛紅牛賽車的車手明顯更具侵略性，他們完成比賽的速度或是快得難以置信，或是慢得不可思議——因?yàn)轳{駛莽撞和碰撞太多。這項(xiàng)研究刊登在《消費(fèi)者心理》雜志上

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.

比賽測試結(jié)束后，玩家并沒有意識(shí)到紅牛的形象明顯影響了他們的駕駛行為。這表明市場營銷并不僅會(huì)影響自身牌子的形象，它同時(shí)也在塑造消費(fèi)者的個(gè)性，盡管我們都不知道

—Christopher Intagliata

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