在美國(guó)，每當(dāng)經(jīng)濟(jì)不景氣的時(shí)候，口紅的銷量就會(huì)明顯上升。這是為什么呢？原來，在經(jīng)濟(jì)不景氣的情況下，人們?nèi)匀粫?huì)有強(qiáng)烈的消費(fèi)欲望，但是實(shí)際經(jīng)濟(jì)能力又無法承擔(dān)珠寶首飾、衣服等高價(jià)消費(fèi)品，于是人們便會(huì)轉(zhuǎn)而購買相對(duì)比較廉價(jià)的商品。口紅作為一種“廉價(jià)的非必要之物”成為女性消費(fèi)者的首選商品，于是就有了一個(gè)有趣的經(jīng)濟(jì)現(xiàn)象lipstick effect，即“口紅效應(yīng)”。

    The lipstick effect is the theory that when facing an economic crisis consumers will be more willing to buy less costly luxury goods. Instead of buying expensive fur coats, women will buy expensive lipstick.

    口紅效應(yīng)指的是在經(jīng)濟(jì)危機(jī)時(shí)消費(fèi)者更愿意購買相對(duì)廉價(jià)的奢侈品這樣一個(gè)理論。女性消費(fèi)者在經(jīng)濟(jì)危機(jī)時(shí)選擇購買的不是價(jià)格不菲的皮草服裝，而是高檔口紅。

    The underlying assumption is that consumers will buy luxury goods even if there is a crisis. When consumer trust in the economy is dwindling, consumers will buy goods that have less impact on their available funds. Obviously men will not be buying lipstick, but could be tempted by expensive beer or smaller, less costly gadgets.

    口紅效應(yīng)揭示的是這樣一種思維：就算在經(jīng)濟(jì)不景氣的情況下，人們?nèi)匀挥匈徺I奢侈品的愿望。當(dāng)人們意識(shí)到經(jīng)濟(jì)在下滑的時(shí)候，他們會(huì)購買一些對(duì)其現(xiàn)有資金影響不大的商品。男性消費(fèi)者當(dāng)然不會(huì)去買口紅了，不過他們可能會(huì)買高檔啤酒或一些小巧又不太貴的小玩意。