Families may look down on the new price - the dreaded Chivas Regal effect.

学生家庭可能会看不起新的价格——可怕的皇家芝华士效应。

The resistance to tuition increases is a reversal from 20 years ago, when some colleges found that raising prices goosed applications, known as the Chivas Regal effect, as families equated price with quality.

对学费提高的抗拒与20年前的情况完全相反，当时一些大学发现，提高学费会刺激申请，这被称为“皇家芝华士效应”，即学生家庭将价格等同于质量。