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EP552【接軌國際】廣告裡呈現不同種族、不同樣貌的人，竟讓品牌賺更多嗎？ episode artwork

EPISODE · Nov 19, 2025 · 25 MIN

EP552【接軌國際】廣告裡呈現不同種族、不同樣貌的人，竟讓品牌賺更多嗎？

from 經理人Podcast · host 經理人Podcast

本集由《經理人》編輯團隊精選西北大學的《凱洛格商學院》（Kellogg Insights）文章，由副總編輯張玉琦、採訪編輯李岱君提供導讀和解析。 在多元、真實成為全球顯學的今天，品牌該如何在廣告中呈現更多樣貌？「多元」真的能讓消費者更願意掏錢嗎？ 除了品牌層面，本集也同步解析個人層面的研究：如果一個人對「我是誰」很不確定，更容易出現道德抽離，降低做出不道德行為的心理門檻。自我概念的清晰度，竟然會影響我們在日常生活、甚至職場，做出什麼選擇？ 🎧 重點搶先聽： 1️⃣ 「多元」廣告為什麼能提高消費者的「願付價格」？背後的心理機制是什麼？ 2️⃣ 什麼情況下，「多元」反而失效，甚至讓品牌翻車？ 3️⃣ 個人如果「不確定自己是誰」，為什麼更容易做出不道德行為？ Powered by Firstory Hosting

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EP552【接軌國際】廣告裡呈現不同種族、不同樣貌的人，竟讓品牌賺更多嗎？

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