研究发现健身网红越好看点赞反而越少

真正的流量密码，不在于极致的美貌，而在于触手可及的亲和力。

今天你练听力了吗？

🤔️小作业：

1. According to the researchers' findings, what factor explained why moderately attractive “fitfluencers” often performed better?

A. They were perceived as possessing more professional training.

B. They appeared more attainable.

C. Their content was considered more scientifically accurate.

D. They tended to post more frequently.

无注释原文：

The beauty backfire effect: Being too attractive can hurt fitness influencers, new research shows

From: The Conversation

“Sex sells” has been a mantra in marketing for decades. As researchers who study consumer behavior, we've seen plenty of evidence to support it: Attractive models and spokespeople have been shown to reliably grab attention, boost clicks and make products seem more desirable.

But our new research suggests that in a digital world full of influencers – trusted tastemakers with large online followings – being too attractive can actually backfire, particularly in the fitness space.

We call this the “beauty backfire effect,” and we put it to the test in a series of laboratory experiments.

We showed hundreds of study participants mock Instagram posts from fictitious fitness influencer accounts. The posts were identical in every way, except for one key difference: how attractive the influencer was. We judged this by asking independent raters to evaluate photos of real influencers ahead of time.

The results were striking: We found that extremely attractive fitness influencers – or “fitfluencers” – got fewer likes and follows than their moderately attractive peers.

Why? Because people viewed them as less relatable.

In fact, in one of our studies, people who saw an extremely attractive fitfluencer reported having lower self-esteem afterward. In contrast, seeing a moderately attractive fitfluencer gave some participants a small confidence boost, likely because the image felt more attainable.

Interestingly, the beauty backfire effect wasn't as strong in other domains. When we ran the same experiment with finance influencers in the mix, appearance didn't matter as much. That's not entirely surprising, of course. For a financial coach, looks aren't tied to credibility. Meanwhile, for a fitness coach, they're central.

But the beauty backfire effect isn't inevitable. In a final analysis, we explored whether self-presentation style could close the relatability gap.

When highly attractive influencers adopted a humble tone, sharing their struggles, training challenges or fitness plateaus, the engagement gap disappeared, we found. But when they adopted a prideful tone, boasting about their natural talent or exceptional dedication, the gap grew even larger.

This suggests that humility can be a powerful communication tool for influencers who might otherwise seem “out of reach.”

- ◆ -

注：完整题目见本文开头；中文文本为机器翻译并非一一对应，仅供参考

含注释全文：

The beauty backfire effect: Being too attractive can hurt fitness influencers, new research shows

From: The Conversation

Sex sells has been a mantra in marketing for decades. As researchers who study consumer behavior, we've seen plenty of evidence to support it: Attractive models and spokespeople have been shown to reliably grab attention, boost clicks and make products seem more desirable.

“性感能卖货”作为营销信条流传已久，而我们在消费者研究中也屡次看到验证：亮眼的模特与代言人往往能有效吸引注意力、提高点击率，并让产品显得更具吸引力。

mantra /ˈmæntrə/ 1）表示“准则”，英文解释为“You can use mantra to refer to a statement or a principle that people repeat very often because they think it is true, especially when you think that it not true or is only part of the truth.”举个🌰：Listening to customers is now part of the mantra of new management in public services. 倾听顾客的要求是当今公用事业新型管理准则中的一部分。

2）表示“老话，口头禅，口号”，英文解释为“a word or phrase representing a rule or principle which someone often uses, but which other people often find annoying or boring”

3）还可以解释为“（佛教和印度教中的）祷语”，英文解释为“A mantra is a word or phrase repeated by Buddhists and Hindus when they meditate, or to help them feel calm.”

grab sb's attention 表示“吸引（某人的）注意”，英文解释为“to attract someone's attention”举个🌰：With your first sentence you must grab the reader's attention. 你的第一句话就必须抓住读者的注意力。

boost /buːst/ 可以作名词也可以作动词，表示“改善；提高；增强；推动”，英文解释为“to improve or increase something”举个🌰：The theatre managed to boost its audiences by cutting ticket prices. 剧院设法通过降低票价来增加观众数量。

📍“佩洛西有病还是先治病吧”文中提到be boosted，get boosted用来指打了加强针（疫苗），也有说booster shot/booster dose.

But our new research suggests that in a digital world full of influencers – trusted tastemakers with large online followings – being too attractive can actually backfire, particularly in the fitness space.

然而我们的新研究发现，在这个充满网红——也就是拥有大量粉丝且被视为潮流引领者——的数字世界里，长得太好看反而可能适得其反，尤其是在健身领域。

influencer /ˈɪn.flu.ən.sər/ 字面上的意思就是影响者，有影响力的人，柯林斯词典中的解释分为两种，一个就是字面上的意思：any person or thing that exerts an influence；另一种解释为：a person who uses social media to promote lifestyle choices, commercial products, etc to his or her followers. 利用社交媒体向自己的粉丝推广或推荐产品和服务的人，就是类似于现在网络中的“网红、博主”，或者说关键意见领袖，Key Opinion Leader，KOL.

tastemaker /ˈteɪst.meɪ.kər/ 表示“时髦风尚的首创者；开创时髦风尚的事物”，英文解释为“a person, company, etc. that has an influence on what will become fashionable, or considered to be of good quality”举个🌰：What is a tastemaker? Someone who knows - years before the rest of us - which designers and designs will become hot property. 什么是引领潮流的人？就是那些——提前很多年、比所有其他人——知道哪些设计师和设计品将成为时尚热点的人。

tastemaking，英文解释为“Influential in the determination of current taste”，字面意思就是对决定当前的品位有影响，可以理解为引领潮流，引领时尚。

backfire /ˌbækˈfaɪər/ 1）表示“（引擎）发生回火”，英文解释为“(of an engine) to make a loud noise as a result of fuel burning too early”举个🌰：I was woken by the sound of a truck backfiring. 卡车引擎的回火声把我惊醒了。

2）表示“事与愿违，（计划或行动）发生意外，产生事与愿违的结果”，英文解释为“if a plan or action backfires, it has the opposite effect to the one you intended”举个🌰：The company's new policy backfired when a number of employees threatened to quit. 公司的新政策事与愿违，有好几名员工威胁说要辞职。

🎬电影《被拒人生》（Freeheld）中的台词提到：Listen to me, listen to me, this is a circus, it's gonna backfire. 听我说，这有些儿戏了，会适得其反的。

We call this the “beauty backfire effect,” and we put it to the test in a series of laboratory experiments.

我们将这种现象称为“美貌反噬效应”，并通过一系列实验室试验加以验证。

We showed hundreds of study participants mock Instagram posts from fictitious fitness influencer accounts. The posts were identical in every way, except for one key difference: how attractive the influencer was. We judged this by asking independent raters to evaluate photos of real influencers ahead of time.

我们向数百名参与者展示了虚构健身博主的Instagram帖子。所有帖子内容完全一致，唯一差异在于博主的外貌吸引力——这一评分由独立评审者提前根据真实网红照片评定。

mock /mɒk/ 作形容词，表示“假的；仿制的；假装的”，英文解释为“not real but appearing or pretending to be exactly like something”如：mock cream 人造奶油，mock leather 人造革，mock surprise 假装出来的惊讶。

作动词，表示“嘲笑；（为了取笑）模仿”，英文解释为“If someone mocks you, they show or pretend that they think you are foolish or inferior, for example by saying something funny about you, or by imitating your behaviour.”举个🌰：I thought you were mocking me. 我以为你在嘲笑我。

🎬电影《消失的爱人》（Gone Girl）中的台词提到：If you need to mock somebody, mock me. 如果你们要嘲弄什么人，嘲弄我。

类似的一个词：

📍imitate 表示“模仿，仿效”，英文解释为“to behave in a similar way to someone or something else, or to copy the speech or behaviour, etc. of someone or something”

mock作名词，熟词僻义，表示“模拟考试”，英文解释为“an exam taken at school for practice before a real exam”

fictitious /fɪkˈtɪʃ.əs/ 表示“虚构的；虚假的”，英文解释为“invented and not true or not existing”举个🌰：He dismissed recent rumours about his private life as fictitious. 他否认了近来有关他私生活的流言，称它们都是捏造的。

The results were striking: We found that extremely attractive fitness influencers – or “fitfluencers” – got fewer likes and follows than their moderately attractive peers.

结果令人意外：极具外貌吸引力的健身博主获得的点赞与关注比外貌吸引力中等的博主更少。

Why? Because people viewed them as less relatable.

原因是什么？因为人们觉得他们“不可企及”。

In fact, in one of our studies, people who saw an extremely attractive fitfluencer reported having lower self-esteem afterward. In contrast, seeing a moderately attractive fitfluencer gave some participants a small confidence boost, likely because the image felt more attainable.

事实上，在其中一项研究中发现，看到极其好看的健身博主后会让参与者感到自尊心下降。相反，看到外貌一般但吸引人的健身博主，会让部分参与者稍微更有自信，因为这种形象更“可企及”。

self-esteem /ˌself.ɪˈstiːm/ 表示“自尊”，英文解释为“belief and confidence in your own ability and value”举个🌰：The compliments she received after the presentation boosted her self-esteem. 发言后得到的赞誉增强了她的自尊感。

Interestingly, the beauty backfire effect wasn't as strong in other domains. When we ran the same experiment with finance influencers in the mix, appearance didn't matter as much. That's not entirely surprising, of course. For a financial coach, looks aren't tied to credibility. Meanwhile, for a fitness coach, they're central.

有意思的是，这种效应在其他领域并不显著。当实验对象换成金融类博主时，外貌影响不大。当然，这也合理：对于金融指导来说，专业性比外貌重要；但健身教练则与外貌强相关。

credibility /ˌkred.əˈbɪl.ə.ti/ 表示“可信性；可靠性”，英文解释为“If someone or something has credibility, people believe in them and trust them.”举个🌰：He complained that we had tried to undermine his credibility within the company. 他抱怨说我们企图损害他在公司的威信。

But the beauty backfire effect isn't inevitable. In a final analysis, we explored whether self-presentation style could close the relatability gap.

但“美貌反噬效应”并非不可避免。在最后的分析中，我们探讨了自我呈现方式是否能缩小这种共鸣差距。

inevitable /ɪˈnev.ɪ.tə.bəl/ 表示“不可避免的；必然发生的”，英文解释为“certain to happen and unable to be avoided or prevented”举个🌰：The accident was the inevitable consequence/result/outcome of carelessness. 这一事故是粗心导致的必然结果。

When highly attractive influencers adopted a humble tone, sharing their struggles, training challenges or fitness plateaus, the engagement gap disappeared, we found. But when they adopted a prideful tone, boasting about their natural talent or exceptional dedication, the gap grew even larger.

我们发现，当高颜值博主用谦逊的方式表达，例如分享自己的困难、训练挑战或瓶颈时，这种互动差距就会消失。但若他们用自鸣得意的语气夸耀天赋或极端自律，差距会变得更明显。

tone /təʊn/ 1）表示“（常指对听话人的）语气，腔调，口吻”，英文解释为“a quality in the voice that expresses the speaker's feelings or thoughts, often towards the person being spoken to”举个🌰：I tried to use a sympathetic tone of voice. 我试着用一种同情的语气说话。

2）表示“风格；基调，格调；气氛”，英文解释为“the general mood or main qualities of something”举个🌰：I didn't like the jokey tone of the article - I thought it was inappropriate. 我不喜欢这篇文章的搞笑风格——我觉得这不恰当。

3）表示“色调；明暗；影调”，英文解释为“a form or degree of a colour”如：warm tones of brown and yellow 棕色和黄色这种暖色调。

plateau /ˈplæt.əʊ/ 1）表示“高原”，英文解释为“a large flat area of land that is high above sea level”

2）表示“平稳期；停滞期”，英文解释为“a period during which there are no large changes”举个🌰：The US death rate reached a plateau in the 1960s, before declining suddenly. 美国的人口死亡率在20世纪60年代进入平稳阶段后突然下降。

作动词，表示“稳定；停滞”，英文解释为“to reach a particular level and then stay the same”举个🌰：I'd been losing about a pound a week on my diet, but recently I've plateaued and haven't lost an ounce. 我通过节食体重每周减轻1磅左右，但最近体重稳定了下来，1磅也没少。

plateau主要作为可数名词的单数形式，也可以作为动词使用。plateaus是名词plateau的复数形式，也可以作为动词的第三人称单数形式。

boast /bəʊst/ 1）表示“拥有（值得自豪的东西）”，英文解释为“to have or own something to be proud of”举个🌰：Hangzhou boasts beautiful lakes, great restaurants, and friendly locals. 杭州拥有美丽的湖、很棒的餐馆和友好的当地人。

2）表示“自吹自擂，吹嘘，夸耀”，英文解释为“to speak too proudly or happily about what you have done or what you own”举个🌰：He didn't talk about his exam results in case people thought he was boasting. 他没有谈论自己的考试成绩，以免让别人以为他在自我吹嘘。

This suggests that humility can be a powerful communication tool for influencers who might otherwise seem “out of reach.”

这表明，对于那些看起来“令人遥不可及”的博主来说，谦逊是一种有力的沟通方式。

humility /hjuːˈmɪl.ə.ti/ 表示“谦逊，谦恭”，英文解释为“the quality of not being proud because you are aware of your bad qualities”举个🌰：He doesn't have the humility to admit when he's wrong. 他在自己错了的时候不会谦虚地承认。

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