The Red Sneakers Effect: Inferring Status From Signals of Nonconformity

Silvia Bellezza, Harvard University, USA
Francesca Gino, Harvard University, USA
Anat Keinan, Harvard University, USA
We examine the inferences observers make based on individuals’ nonconforming behaviors. A series of lab and field studies demonstrate the conditions under which nonconforming behaviors, such as entering a luxury boutique wearing gym clothes, or wearing red sneakers in a professional setting, can be beneficial and signal a higher status.
[ to cite ]:
Silvia Bellezza, Francesca Gino, and Anat Keinan (2012) ,"The Red Sneakers Effect: Inferring Status From Signals of Nonconformity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 757-758.