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This is Scientific American’s 60-Second Science. I’m Steve Mirsky. Got a minute?

Remember the Seinfeld where George buys Jon Voight’s car? Or the one where Elaine bids on JFK’s golf clubs? Why would anyone spend money, often a lot of money, on a common object just because somebody famous once owned it? A study in the Journal of Consumer Research offers some insights.

In one experiment subjects rated how much they would like to own, say, a watch. Some were told it had belonged to a nobody, others heard it was once a celebrity¹’s. Study participants rated the same objects as more desirable when they carried the alleged² celebrity luster³.

Some buyers look at a celebrity’s former possession as an investment, because they know somebody else will pay even more for it eventually. But other purchasers of objects touched by a famous person are swayed by so-called contagion⁴: the implicit⁵ belief that the thing retains some essence or physical trace of the former owner.

In the Seinfeld episode, Elaine got JFK’s golf clubs for $20,000, twice as much as she had been given permission to bid. In an actual auction⁶ in 1996 JFK’s clubs went for more than a quarter of a million, which sounds crazy until you remember that you probably got the bag, too.

Thanks for the minute. For Scientific American’s 60-Second Science, I’m Steve Mirsky.

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收听单词发音

1 celebrity
n.名人，名流；著名，名声，名望
参考例句：
Tom found himself something of a celebrity. 汤姆意识到自己已小有名气了。 He haunted famous men, hoping to get celebrity for himself. 他常和名人在一起, 希望借此使自己获得名气。

2 alleged
a.被指控的，嫌疑的
参考例句：
It was alleged that he had taken bribes while in office. 他被指称在任时收受贿赂。 alleged irregularities in the election campaign 被指称竞选运动中的不正当行为

3 luster
n.光辉；光泽，光亮；荣誉
参考例句：
His great books have added luster to the university where he teaches.他的巨著给他任教的大学增了光。 Mercerization enhances dyeability and luster of cotton materials.丝光处理扩大棉纤维的染色能力，增加纤维的光泽。

4 contagion
n.(通过接触的疾病)传染；蔓延
参考例句：
A contagion of fear swept through the crowd.一种恐惧感在人群中迅速蔓延开。 The product contagion effect has numerous implications for marketing managers and retailers.产品传染效应对市场营销管理者和零售商都有很多的启示。

5 implicit
a.暗示的，含蓄的，不明晰的，绝对的
参考例句：
A soldier must give implicit obedience to his officers. 士兵必须绝对服从他的长官。 Her silence gave implicit consent. 她的沉默表示默许。

6 auction
n.拍卖；拍卖会；vt.拍卖
参考例句：
They've put the contents of their house up for auction.他们把房子里的东西全都拿去拍卖了。 They bought a new minibus with the proceeds from the auction.他们用拍卖得来的钱买了一辆新面包车。