英文原文：

Signaling

Customers are often willing to pay higher prices for high-quality products; however, without specialized knowledge, it can be difficult to evaluate whether certain items are high quality. When customers are unsure whether an item is high quality, and worth the price, they are less likely to purchase it. This problem can be resolved through signaling. The seller of a product finds a way to signal, or demonstrate, to the buyer that the product is high quality. One common signaling strategy is to have a person or company that is not involved in the sale provide an objective, unbiased judgment about the quality of a product.

So OK, here's a good example. A friend of mine owns a small jewelry store where she sells jewelry. And the jewelry she sells-watches, rings, necklaces- is very expensive, thousands of dollars, because it's all real gold, real diamonds, and other precious gemstones. So of course, when customers come into her store... well, if they're considering spending that much money on a piece of jewelry, they want to make sure it's authentic, that the gold is real, that the gemstones are real and not just pieces of glass. But most customers don't actually know how to tell the difference, on their own. So in order to reassure her customers, what my friend did, is she had a jewelry expert come in and look at all the jewelry in her store. This expert had like twenty years of experience examining jewelry, so he knew a lot about it... and the expert examined all the precious gemstones and certified that they were authentic... real.  And then my friend put up a sign in the store saying that all the jewelry in the store had been certified as authentic by a leading expert... so her customers would see this sign and know that all the jewelry in the store was real. And since the expert didn't work for my friend's store, it didn't matter to him if the jewelry got sold or not... so customers were likely to trust his opinion. The expert was therefore able to provide evidence that the jewelry was worth the high prices.

中文翻译：

信号效应

顾客通常愿意为高质量的产品支付更高的价格;然而，如果没有专业知识，就很难评估某些物品是否高质量。 当顾客不确定一件商品的质量是否高，是否物有所值时，他们就不太可能购买它。 这个问题可以通过信号效应来解决。产品的卖家找到了一种方式，向买家表明或展示产品的高质量。 一个常见的信号效应策略是让一个不参与销售的人或公司对产品的质量提供一个客观、公正的判断。

这有一个好例子。我的一个朋友开了一家小珠宝店，卖珠宝。 她卖的珠宝——手表、戒指、项链——都很贵，要几千美元，因为都是真金、真钻石和其他珍贵的宝石。 所以当然，当顾客来到她的店里…嗯，如果他们考虑在一件珠宝上花那么多钱，他们想要确保它是真的，金子是真的，宝石是真的，而不仅仅是一片玻璃。但大多数顾客实际上并不知道如何分辨它们之间的区别。 为了让顾客放心，我朋友请了一位珠宝专家来店里查看所有的珠宝。 这位专家有二十年研究珠宝的经验，所以他对珠宝了解甚多……专家检查了所有的宝石，证明它们都是真品。是真的。然后我朋友在店里贴了一个牌子，上面说店里所有的珠宝都是由一位权威专家鉴定的真品……这样她的顾客就会看到这个标志，知道店里所有的珠宝都是真的。 由于这位专家并不是我朋友的商店的工作人员，所以珠宝卖不卖对他来说并不重要……所以顾客很可能会相信他的观点。 因此，这位专家能够提供证据，证明这些珠宝物有所值。