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苹果和耐克如何对你的大脑灌输品牌理念

How Apple and Nike have branded your brain | Your Brain on Money | Big Think

– Coke is just soda.
可乐只是苏打水
Tylenol is just acetaminophen.
泰诺胶囊只是对乙酰氨基酚
And Levi’s are just jeans.
而李维斯只是牛仔裤
Yet consumers go out of their way
然而 消费者会不厌其烦地
to select these specific brands over others.
优先选择这些特定品牌 而非其它
– An economist would say,
一位经济学家会说
“How is this possible,
“理性的消费者
that a rational consumer would be willing
怎么可能会愿意
to pay more for exactly the same thing?”
为同样的东西花更多的钱?”
We love to think about ourselves as rational.
我们都自认为是理性的消费者
That’s not how it works.
然而 我们并不是
A very famous study
杜克大学的研究者
done by colleagues at Duke University
做过一项很有名的研究
flashed either the Apple logo or the IBM logo
给两组随机参与者
to two randomized groups of participants.
在屏幕上展示Apple标志或IBM标志
– The study found that after being subliminally exposed to the Apple logo,
研究发现 与下意识注意到IBM商标的人相比
compared to when you’d been exposed to the IBM logo,
下意识注意到苹果商标的人
participants performed better on creative tasks.
在创造性任务中的表现更好
– And the argument is that Apple has been telling you
原因是苹果曾反复地向消费者
this story over and over again,
灌输自己的品牌含义
that Apple is the brand for hip, cool, fun, creative people.
苹果是时尚 酷 有趣 充满创造力的代名词
– This is the true power of brands.
这才是品牌真正的力量
They can influence our behavior in ways
品牌对我们行为方式的影响
that extend way beyond the point of sale.
不仅仅在于消费习惯
So to what degree can the influence of brands
那么品牌影响力能在多大程度上破坏
wreak havoc on our ability to make rational spending decisions?
我们做出理性消费决定的能力呢?
This is your brain on money.
这取决于你在金钱上的头脑
This is Americus Reed.
这位是Americus Reed
He studies identity and marketing
他在宾夕法尼亚大学
at the University of Pennsylvania.
研究身份认知和市场营销
When I make choices about different brands,
我在选择品牌时
I’m choosing to create an identity.
就是在选择创造一个身份
When I put that shirt on, when I put those shoes on, those jeans, that hat,
当我穿上衬衫 鞋子 牛仔裤 戴上帽子
someone is going to form an impression about what I’m about.
别人就我对我产生某种印象
So if I’m choosing Nike over Under Armour,
如果我选择的是耐克而不是安德玛
I’m choosing a kind of different way
就是在选择用另一种方式
to express affiliation with sport.
诠释运动风格
The Nike thing is about performance.The Under Armour thing is about the underdog.
耐克关注得意者 安德玛则关注失意者
I have to choose which of these different conceptual pathways
我必须要从这些不同的品牌概念中
is most consistent with where I am in my life.
选择最符合我的生活状态的
– And once a consumer makes that choice,
一旦消费者做出选择
their relationship with a brand can deepen to the point
他们与品牌的关系就更紧密了
where they identify with that brand like family.
他们会像认同家人一样认同这个品牌
And once you identify with a brand,
而且你一旦认同了某个品牌
it can shape the way you behave.
它就会影响你的行为方式
– And it’s really interesting because they will also,
这就很有趣了
if someone talks bad about that product, brand, or service,
因为如果有人说该品牌的产品 品牌 服务不好
they will be the first to go out and defend.
他们就会第一个站出来反驳
Why?
为什么会这样
Because an attack on the brand is an attack on themselves.
因为攻击品牌就是攻击他们自己
– Michael Platt is a professor of neuroscience, marketing, and psychology
Michael Platt是神经科学 营销学和心理学教授
whose research demonstrates how our perception of brands
他的研究表明 我们对品牌的认知
influences our decisions.
影响着我们的决策
– There’s an idea in marketing,
营销学中有个观点
which is that we relate to brands
我们与品牌的关系
in the same way we relate to people.
就像我们与人的关系一样
It’s like, “I love this brand,”
比如 “我喜欢这个品牌”
or, “I hate this brand.”
或者“我讨厌那个品牌”
Of course, what people say, right,
当然了 人们说出来的话
can often be different from
与他们的真实想法
what’s really going on in their heads.
往往是不同的
So we thought, “Well, why don’t we just ask the brain directly?”
那么我们就想 “既然这样 为什么不直接问大脑呢?”
– Michael and his team observed the brains of
Michael和他的团队使用核磁共振仪监测了
iPhone users and Samsung Galaxy users with an MRI machine
苹果用户和三星用户的大脑 并同时使他们听到
while they heard good, bad, and neutral news about Apple and Samsung.
关于苹果和三星的好消息 坏消息和普通消息
– Apple customers showed
苹果用户的大脑
a brain empathy response toward Apple
对苹果公司表现出移情反应
that was exactly what you’d see in the way
而这种移情反应
you would respond to somebody in your own family.
与我们对家人的反应是一样的
– Strangely, Samsung users didn’t have any positive or negative responses
奇怪的是 无论是听到三星公司的好消息或坏消息
when good or bad news was released about their brand.
三星用户的大脑都没有任何积极或消极的反应
The only evidence that Samsung users showed
三星用户唯一表现出来的
was reverse empathy for Apple news.
是对苹果公司新闻的反移情
Meaning if the Apple headline was negative,
也就是说 当听到苹果公司的负面新闻时
their brain reflected a positive response.
他们的大脑会出现积极反应
– You know, it really shows us that
这也反映出
Apple has completely defined the market here.
苹果已经完全定义了智能手机市场
Samsung customers, it seems, from their brain data,
从三星用户的大脑数据可以看出
are only buying Samsung ’cause they hate Apple.
他们买三星只是因为讨厌苹果
– The kicker?
意外吗?
The Samsung users didn’t report feeling the results their MRIs showed.
三星用户并没有表现出扫描结果显示的情绪反应
What was happening in their brains
他们脑子里想的
and what they reported feeling towards Apple and Samsung,
和表现出来的对两家公司的情绪
were totally different.
是完全不同的
– Most people just don’t realize that
很多人只是没有意识到
they are subconsciously choosing brands
他们是在下意识地选择品牌
because those brands have some kind of self-expressive value.
因为这些品牌具有某种自我表达价值
– You can see there’s a lot of power here
有很多因素
in terms of shaping consumers’ decisions.
能影响消费者的决定
As we learn more and more about that,
我们了解的越多
we have to think much more deeply
就会更深入地考虑
about the ethical, legal, and societal implications of doing that.
在道德 法律和社会方面 这么做的后果
– So, as consumers,
所以 作为消费者
what can we do to make informed choices?
我们该如何做出理性选择
Well, the best thing we can do
最好的办法
is to be aware of the influence that brands hold.
就是了解品牌的影响力
– I think it’s important to always pause and think a little bit about,
我认为停下来思考一下是很重要的
“Okay, why am I buying this product?”
“我为什么要买这件产品”
– And like it or not,
不管你喜不喜欢
brands aren’t going anywhere.
品牌都不会消失
– I’ve heard lots of people push back
我听到有很多人反驳说
and say that, “I’m not into brands.”
“我并不看重品牌”
I take a very different view.
我有不同观点
They’re not doing anything any different
他们的消费方式
than what someone who affiliates with a brand is doing.
和那些看牌子买东西的人并没有什么不同
They have a brand, it’s just an anti-brand brand.
他们也有品牌 就是反品牌的品牌
And I think about, what is it that I’ve learned
我在思考 随着时间的推移
about identity over time?
我会对身份认知有什么了解呢?
I think a lot of it has to do
我认为这在很大程度上
with the fundamental need
与基本需求有关
that we as humans have to have support systems.
我们人类需要支持系统
Perhaps it was the church,
可能是教堂
it was the community,
有可能是社区
it was these other institutions that existed.
或是其他类似机构
Now, brands have stepped in as pillars of our identity.
现在 品牌已经成了我们的身份支柱
So I’m very much motivated to see that in that positive light.
所以我非常支持从积极的角度看待这件事

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视频概述

介绍品牌对消费者的影响,以及呼吁消费者理性消费

听录译者

收集自网络

翻译译者

😇 洋葱炒肉

审核员

审核员NEHC

视频来源

https://www.youtube.com/watch?v=4eIDBV4Mpek

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