Keepin’ It Cool: the Behavioral Effects of Wearing Sunglasses

Lili Wang, Zhejiang University,China
Amy Dalton, Hong Kong University of Science and Technology
Wearing sunglasses changes people’s behavior. When people wear sunglasses, they express less intense emotional responses and violate social norms by ‘slacking’ on performance and indulging on consumer choice. We propose that sunglasses have these effects by activating a cool schema—a set of beliefs and behavioral scripts associated with coolness.
[ to cite ]:
Lili Wang and Amy Dalton (2014) ,"Keepin’ It Cool: the Behavioral Effects of Wearing Sunglasses", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 728-729.