週五早晨，大家早，今天來讀 #華爾街日報
求職時穿戴奢侈品，是助攻還是敗筆？
When Job Applicants Should—and Shouldn’t—Wear Luxury Brands
📑People who wear luxury brands are judged as having higher status, but less warmth and kindness, new research shows.
最新研究顯示，人們認為穿著奢侈品牌服裝的人社會地位較高，但熱情和友善度較低。因此，在面試不同崗位時，穿戴奢侈品的功效會大相徑庭。
🤔Let’s say you’re hiring a publicist for your new nightclub. One candidate carries a Louis Vuitton handbag; another, an unidentifiable bag. You might feel the candidate with the luxury-brand bag is better connected and more able to promote the business.
假設你要為自家新開的夜店招聘一名宣傳公關。一位應聘者拿著路易威登(Louis Vuitton)手袋，另一位應聘者的背包看不出品牌。你可能會覺得背奢侈品牌包的應聘者，更適合這個崗位、更有能力推進業務發展。
Now imagine you’re interviewing kindergarten teachers for your school. Which candidate will better care for youngsters?
現在再想像一下，你要為一所學校面試幼兒園老師，哪個應聘者看起來更會照顧孩子呢？
🛍A large body of research has shown that luxury brands convey wealth, high social standing and power. Status is a central core of luxury-goods marketing. But two researchers at Northwestern University’s Kellogg School of Management recently asked if wearing luxury brands can ever backfire. That is, might there be a social cost to flashing a Gucci or Burberry logo?
大量研究表明，奢侈品牌代表財富、權力和較高的社會地位。身份地位是精品行銷的核心。不過，西北大學凱洛格商學院的兩位研究人員最近卻提出了一個問題：奢侈品牌是否會產生反效果。也就是說，亮出Gucci或Burberry的標誌會有社會成本嗎？
👠“The brands we choose to adorn ourselves with signal rank,” says Derek Rucker, a Kellogg marketing professor. However, high status isn’t desirable for every job. “There’s a dark side,” he says. “You have to ask, what am I wearing and in front of whom?”
「我們選擇品牌來妝點自身，展示地位。」凱洛格商學院的市場營銷學教授魯克說。然而，未必所有工作都需要較高的社會地位。「它也會有負面影響，」他說，「你一定要問問自己，我穿的是什麼，面對的是誰？」
要怎麼決定要不要穿戴奢侈品？
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