在zai美mei國guo
，每mei當dang經jing濟ji不bu景jing氣qi的de時shi候hou，口kou紅hong的de銷xiao量liang就jiu會hui明ming顯xian上shang升sheng。這zhe是shi為wei什shen麼me呢ne？原yuan來lai，在zai經jing濟ji不bu景jing氣qi的de情qing況kuang下xia，人ren們men仍reng然ran會hui有you強qiang烈lie的de消xiao費fei欲yu望wang
，但dan是shi實shi際ji經jing濟ji能neng力li又you無wu法fa承cheng擔dan珠zhu寶bao首shou飾shi、衣服等高價消費品，於是人們便會轉而購買相對比較廉價的商品。口紅作為一種“廉價的非必要之物”成為女性消費者的首選商品
，於是就有了一個有趣的經濟現象lipstick effect，即“口紅效應”。

    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kou紅hong效xiao應ying指zhi的de是shi在zai經jing濟ji危wei機ji時shi消xiao費fei者zhe更geng願yuan意yi購gou買mai相xiang對dui廉lian價jia的de奢she侈chi品pin這zhe樣yang一yi個ge理li論lun。女nv性xing消xiao費fei者zhe在zai經jing濟ji危wei機ji時shi選xuan擇ze購gou買mai的de不bu是shi價jia格ge不bu菲fei的de皮pi草cao服fu裝zhuang
，而er是shi高gao檔dang口kou紅hong。

    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.

    口紅效應揭示的是這樣一種思維：就jiu算suan在zai經jing濟ji不bu景jing氣qi的de情qing況kuang下xia，人ren們men仍reng然ran有you購gou買mai奢she侈chi品pin的de願yuan望wang。當dang人ren們men意yi識shi到dao經jing濟ji在zai下xia滑hua的de時shi候hou，他ta們men會hui購gou買mai一yi些xie對dui其qi現xian有you資zi金jin影ying響xiang不bu大da的de商shang品pin。男nan性xing消xiao費fei者zhe當dang然ran不bu會hui去qu買mai口kou紅hong了le
，不bu過guo他ta們men可ke能neng會hui買mai高gao檔dang啤pi酒jiu或huo一yi些xie小xiao巧qiao又you不bu太tai貴gui的de小xiao玩wan意yi。