商标颜色影响消费者道德判断

时间：2015-12-20 06:59:55

（单词翻译:单击）

A new study looked at how colors influence or biases¹ the way consumers make ethical² judgments³, specifically if they view a company as environmentally friendly.

一项新的调查研究颜色如何影响消费者的道德判断，尤其是他们是否认为该品牌环保友好。

Results indicated consumers considered companies with blue logos to be more eco-friendly, compared to those with red logos.

University of Oregon and University of Cincinnati gave shoppers a fictitious⁴ logo with a color of a known brand.

'What we're finding is that color biases the way consumers make ethical judgments,' Aparna said Sundar, a professor of marketing⁵ in the University of Oregon Lundquist College of Business.

'Of course green is one of those colors, but blue is also one of those colors that consumers associate with eco-friendliness.'

It only took one unfamiliar⁶ logo for researchers to discover shoppers consider retailers⁸ using Walmart's blue or Sam's green in their logos to be more eco-friendly than those using Trader Joe's red.

'Interestingly, blue is 'greener' than green in terms of conveying an impression of eco-friendliness, despite the frequent use of the word green to convey that idea,' said co-author James Kellaris of the University of Cincinnati's marketing department.

Once researchers established a set of eco-friendly colors, they also identified colors perceived to be environmentally unfriendly, such as Target's red.The results indicated that seeing a more eco-friendly color in a logo influences consumer judgments, and ethically⁹ ambiguous business practices seemed more ethical.

Follow-up studies found that shoppers were more critical of a retailer⁷ with an eco-friendly-colored logo when presented with a procedure that was definitely ethical or definitely unethical.

While individual differences still play a role in this observed effect of color, Sundar's research suggests that color used in a logo has far-reaching consequences on consumers' perceptions of retailers.

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1 biases
偏见( bias的名词复数 )；偏爱；特殊能力；斜纹
参考例句：
Stereotypes represent designer or researcher biases and assumptions, rather than factual data. 它代表设计师或者研究者的偏见和假设，而不是实际的数据。来自About Face 3交互设计精髓 The net effect of biases on international comparisons is easily summarized. 偏差对国际比较的基本影响容易概括。

2 ethical
adj.伦理的，道德的，合乎道德的
参考例句：
It is necessary to get the youth to have a high ethical concept.必须使青年具有高度的道德观念。 It was a debate which aroused fervent ethical arguments.那是一场引发强烈的伦理道德争论的辩论。

3 judgments
判断( judgment的名词复数 )；鉴定；评价；审判
参考例句：
A peculiar austerity marked his judgments of modern life. 他对现代生活的批评带着一种特殊的苛刻。 He is swift with his judgments. 他判断迅速。

4 fictitious
adj.虚构的，假设的；空头的
参考例句：
She invented a fictitious boyfriend to put him off.她虚构出一个男朋友来拒绝他。 The story my mother told me when I was young is fictitious.小时候妈妈对我讲的那个故事是虚构的。

5 marketing
n.行销，在市场的买卖，买东西
参考例句：
They are developing marketing network.他们正在发展销售网络。 He often goes marketing.他经常去市场做生意。

6 unfamiliar
adj.陌生的，不熟悉的
参考例句：
I am unfamiliar with the place and the people here.我在这儿人地生疏。 The man seemed unfamiliar to me.这人很面生。

7 retailer
n.零售商(人)
参考例句：
What are the retailer requirements?零售商会有哪些要求呢？ The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。

8 retailers
零售商，零售店( retailer的名词复数 )
参考例句：
High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。 Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

9 ethically
adv.在伦理上，道德上
参考例句：
Ethically , we have nothing to be ashamed about . 从伦理上说，我们没有什么好羞愧的。 Describe the appropriate action to take in an ethically ambiguous situation. 描述适当行为采取在一个道德地模棱两可的情况。