How and Why Wearing Sunglasses Makes For Cool Consumers

Lili Wang, Zhejiang University
Amy Dalton, HKUST
What are the everyday antecedents of cool behavior? Five studies show that physically using a cool product – here, sunglasses – causes consumers to attend to cool people and brands, maintain emotional composure. These effects depend on the symbolic connection between sunglasses and coolness and via changes in consumers’ implicit self-perceptions.
[ to cite ]:
Lili Wang and Amy Dalton (2016) ,"How and Why Wearing Sunglasses Makes For Cool Consumers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 663-664.