商標顏色影響消費者道德判斷

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

　　一項新的調查研究顏色如何影響消費者的道德判斷，尤其是他們是否認為該品牌環(huán)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 fictitious 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 marketing 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 unfamiliar logo for researchers to discover shoppers consider retailers 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 ethically ambiguous business practices seemed more ethical.

　　Follow-up studies found that shoppers were more critical of a retailer 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.

　　1 biases

　　偏見( bias的名詞復數(shù) ); 偏愛; 特殊能力; 斜紋

　　參考例句：

　　Stereotypes represent designer or researcher biases and assumptions, rather than factual data. 它代表設計師或者研究者的偏見和假設，而不是實際的數(shù)據(jù)。 來自About Face 3交互設計精髓

　　The net effect of biases on international comparisons is easily summarized. 偏差對國際比較的基本影響容易概括。

　　2 ethical

　　adj.倫理的，道德的，合乎道德的

　　參考例句：

　　It is necessary to get the youth to have a high ethical concept.必須使青年具有高度的道德觀念。

　　It was a debate which aroused fervent ethical arguments.那是一場引發(fā)強烈的倫理道德爭論的辯論。

　　3 judgments

　　判斷( judgment的名詞復數(shù) ); 鑒定; 評價; 審判

　　參考例句：

　　A peculiar austerity marked his judgments of modern life. 他對現(xiàn)代生活的批評帶著一種特殊的苛刻。

　　He is swift with his judgments. 他判斷迅速。

　　4 fictitious

　　adj.虛構的，假設的;空頭的

　　參考例句：

　　She invented a fictitious boyfriend to put him off.她虛構出一個男朋友來拒絕他。

　　The story my mother told me when I was young is fictitious.小時候媽媽對我講的那個故事是虛構的。

　　5 marketing

　　n.行銷，在市場的買賣，買東西

　　參考例句：

　　They are developing marketing network.他們正在發(fā)展銷售網(wǎng)絡。

　　He often goes marketing.他經(jīng)常去市場做生意。

　　6 unfamiliar

　　adj.陌生的，不熟悉的

　　參考例句：

　　I am unfamiliar with the place and the people here.我在這兒人地生疏。

　　The man seemed unfamiliar to me.這人很面生。

　　7 retailer

　　n.零售商(人)

　　參考例句：

　　What are the retailer requirements?零售商會有哪些要求呢?

　　The retailer has assembled a team in Shanghai to examine the question.這家零售商在上海組建了一支團隊研究這個問題。

　　8 retailers

　　零售商，零售店( retailer的名詞復數(shù) )

　　參考例句：

　　High street retailers reported a marked increase in sales before Christmas. 商業(yè)街的零售商報告說圣誕節(jié)前銷售量顯著提高。

　　Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有為他們提供符合要求的貨品的法定義務。

　　9 ethically

　　adv.在倫理上，道德上

　　參考例句：

　　Ethically , we have nothing to be ashamed about . 從倫理上說，我們沒有什么好羞愧的。

　　Describe the appropriate action to take in an ethically ambiguous situation. 描述適當行為采取在一個道德地模棱兩可的情況。