A downgrade immediately increases borrowing costs as investors demand a premium to compensate for the higher perceived risk.

降级立刻增加了借贷成本，因为投资者要求额外费用以补偿更高的感知风险。

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It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product.

它由一系列因素决定，这些因素包括市场份额、竞争、材料成本、产品身份和顾客认知的产品价值。

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If the costs outweigh the benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted.

要是产品成本超出了个人所能获得的利益，那么产品的认知价值会比较低以至产品很可能不被大众接受。

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But the current insider trading enforcement mechanism seems to work pretty well at keeping its perceived costs down to a minimum in the minds of investors.

FORBES: Does Rajaratnam Conviction Level The Investment Playing Field?

But, as Evan Davis and I discussed on the Today programme today (see right), the hardline rhetoric we have been hearing this week is surely a reflection of the fact that the perceived costs of a Greek disaster are not as high as they were in 2010.

BBC: Greece: Costing the exit

Barclays' defence is that it was dreadfully unfair that its perceived borrowing costs were higher than other banks.

BBC: The elusive truth about Barclays�� lie