鞋跟越高你所在的城市就越有錢(qián)

Do you live in your high heels? Chances are you live in a wealthy city, new research suggests.

你每天都穿高跟鞋嗎?一項(xiàng)新研究表明：如果是，那么你很有可能生活在一個(gè)富有的城市。

American women who relocate to wealthier cities are more likely to adopt the fashion preferences of those around them (including higher stilettos), while those who move to poorer cities are more likely to eschew the local norm and stick with their previous wardrobe style, a new study from Tepper School of Business reveals. Heel height increases in wealthier areas where the local style accepts the higher heel as standard, assert the school’s associate professor of marketing Jeff Galak and his co-authors in the paper, titled “Trickle-down preferences: Preferential conformity to high status peers in fashion choices”.

泰珀商學(xué)院(微博)的新研究表明，遷移到更富有的城市的美國(guó)女性更有可能受到周?chē)顺绷髌虻挠绊?越來(lái)越高的細(xì)高跟鞋就包括在內(nèi))，而那些遷到相對(duì)來(lái)說(shuō)貧窮的城市的女性，則更有可能避開(kāi)當(dāng)?shù)氐牧餍汹厔?shì)，堅(jiān)守她們之前的裝扮風(fēng)格。泰珀商學(xué)院的營(yíng)銷(xiāo)學(xué)的副教授杰夫·加拉克與其他人合著的論文，題為“滴流趨勢(shì)：與富有群體保持一致的潮流選擇”。該論文表明，在那些更富有的地區(qū)，將越來(lái)越高的鞋跟看作是一種潮流標(biāo)準(zhǔn)，因而在這些城市，女性鞋跟高度不斷增加。

“Studying heel height may seem like an unusual way to understand social influence, but it’s actually a perfect setting,” said Galak. “Fashion choices are highly visible decisions that are influenced by social norms and pressures.”

“研究鞋跟的高度似乎是了解社會(huì)影響的一種不同尋常的方式，但實(shí)際上它是一種極佳的方法，”加拉克說(shuō)。“從潮流的選擇中，我們很明顯就能看出社會(huì)規(guī)范和社會(huì)壓力對(duì)其產(chǎn)生的影響。”

The researchers studied 16,236 shoe purchases by 2,007 women across more than 180 US cities over a five-year period. They found that women’s heel height changed along with their relocation, whenever they moved to a city whose median income was higher than earnings in their original hometown.

研究者們調(diào)查了美國(guó)180個(gè)城市2007名女性在五年中購(gòu)買(mǎi)的16236雙鞋子。他們發(fā)現(xiàn)，隨著這些女性所在地點(diǎn)的改變，她們鞋跟的高度也隨之變化，當(dāng)她們搬到一個(gè)城市，如果這個(gè)城市的平均工資水平要高于原來(lái)所在的城鎮(zhèn)，那么她們的鞋跟高度會(huì)發(fā)生變化。

Census figures reveal that more than 7 million Americans relocate across state lines annually, and Galak admits that heel height could be the tip of the iceberg when it comes to conformity and shopping habits. “There is, of course, still more work to be done to understand how people, in general, balance the complexity of maintaining their own sense of individuality while trying to be part of a larger group,” he says.

一致的數(shù)據(jù)表明，每年，有700多萬(wàn)美國(guó)人會(huì)遷到本國(guó)的另一個(gè)州。加拉克承認(rèn)，談到潮流和購(gòu)物習(xí)慣時(shí)，鞋跟高度只是冰山一角。他說(shuō)：“當(dāng)人們?cè)谧冯S大眾潮流時(shí)，他們是如何平衡個(gè)性維持的復(fù)雜性呢?要想從整體上了解這一問(wèn)題，我們還有很多工作要做。”