在美國，每當經濟不景氣的時候，口紅的銷量就會明顯上升。這是為什么呢？原來，在經濟不景氣的情況下，人們仍然會有強烈的消費欲望，但是實際經濟能力又無法承擔珠寶首飾、衣服等高價消費品，于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，于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.

口紅效應指的是在經濟危機時消費者更愿意購買相對廉價的奢侈品這樣一個理論。女性消費者在經濟危機時選擇購買的不是價格不菲的皮草服裝，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.

口紅效應揭示的是這樣一種思維：就算在經濟不景氣的情況下，人們仍然有購買奢侈品的愿望。當人們意識到經濟在下滑的時候，他們會購買一些對其現有資金影響不大的商品。男性消費者當然不會去買口紅了，不過他們可能會買高檔啤酒或一些小巧又不太貴的小玩意。