揽瓜阁阅读做题小分队 第74天 envy-based marketing与自尊

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While envy-based marketing is a popular tactic among brands seen as status symbols, new research suggests that its results may be mixed depending on the psychology of the customer. Among potential customers who have high levels of self esteem, envy-based marketing serves to motivate them to attain the brand in order to prove that they are as good as or better than their neighbor. Among customers with lower levels of self-esteem, however, envy-based marketing can backfire and lead users to identify less with the brand. Researchers believe that seeing others who potential customers view as more successful can further lower the customers’ self esteem. Rejecting the brand when they believe it is out of their reach can then be seen as an act of ego preservation: if the item wasn’t worth pursuing in the first place, then the customer’s self image is preserved if they are unable to gain the product.

Based on this research, scientists suggest that luxury brands that know that their average potential customer has high self-esteem can effectively utilize pure envy-based marketing, but that brands that either don’t have the market research to understand the psychology of their potential customers or that have a mixed market may need to try a different tactic. Instead of only using envy-based marketing, researchers recommend a mixed approach. Marketing materials should first work as an ego boost for potential customers before concluding with an envy-based message.

1. Which of the following, if true, would most call into question the validity of the researchers’ recommendation?
A. Envy-based marketing only works when dealing with luxury brands; for brands that are not associated with status, it is ineffective.
B. While envy-based marketing does alienate some potential customers, overall it is successful with more customers than is any other strategy.
C. Luxury brands with mixed markets that use envy-based marketing strategies have consumer bases that are relatively stable.
D. The need for ego preservation decreases as individuals get older, indicating that envy-based marketing could increase in effectiveness as consumers age.
E. Boosting potential customers’ ego before utilizing an envy-based marketing strategy tends to increase self-image.

2. What is the purpose of the last sentence of the first paragraph in the context of the paragraph as a whole?
A. It explains why most low self esteem individuals reject luxury brands.
B. It gives support for a suggested course of action outlined within the passage.
C. It refutes a claim made by the author elsewhere in the passage.
D. It provides an explanation for a behavior mentioned in the paragraph.
E. It serves to criticize a particular marketing choice discussed in the paragraph.

3. Which of the following, if true, would most support the researchers’ claim about ego preservation in the last sentence of the first paragraph?
A. Individuals with low self esteem responded more positively to a mixed approach to marketing than they did to envy-based marketing alone.
B. Envy-based marketing does not lead to a decrease in self esteem in individuals with already low self esteem if those individuals reject the product.
C. Marketing specialists who do extensive research into the average self esteem of a brand's potential customers tend to have fewer individuals reject the brand than those who do not.
D. Individuals with low self esteem tend to frequently reject luxury brands following exposure to envy-based marketing techniques.
E. Brands that use a mixed approach tend to experience an increase in sales if the majority of potential customers are individuals with lower-than-average self esteem

4. The author uses the words “luxury” and “status symbols” in order to
a. clarify that the conclusions of the research are only about specific types of brands.
b. emphasize that these brands are out of reach for many participants.
c. remind readers why potential customers’ self esteem may have been lower.
d. explain the implications of the research within the marketing industry.
e. make an argument for why customers might reject these brands.

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在一些象征身份的品牌间，眼红营销是一个流行的战术。新研究表明其依赖于消费者的心理。眼红营销可驱动高自尊的潜在消费者购买，以拥有优越感。


这个战术对低自尊的消费者没有用，甚至适得其反，让消费者更不关注品牌。研究者认为： 看别人消费会更加降低这些消费者的信心。拒绝这些够不着的品牌反而能保护自尊。


根据这个研究，专家建议奢侈品牌如果确定知道他们的消费者有高自尊的话，可以使用这个战术，但是很多品牌一没有做调研，二可能有着混合的客户群。那么他们就需要另外的战术。
专家建议可以使用混合战术，市场营销应该激起人们的争荣夸耀之心，其次才是确定红眼营销战术。

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P1: the psychology of the customer研究是什么
among brands seen as status symbols：envy-based marketing depending on the psychology of the customer
——>(how)customers_high levels of self esteem-motivate;
customers_lower levels of self-esteem- backfire
——>客户看到他认为比他更成功的人-lower the customers’ self esteem——>（类比）Rejecting the brand  out of their reach——>认为商品不值得追求- ego  preservation

P2:the psychology of the customer理论如何应用
1.适用于luxury brands that know that their average potential customer has high self-esteem
2.不适用于that brands that either don’t have the market research to understand the psychology of their potential customers or that have a mixed market
3.如果想使用envy-based tactic先实现ego boost

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