The Red Sneakers Effect: Inferring Status From Signals of Nonconformity

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.


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.


Silvia Bellezza, Harvard University, USA
Francesca Gino, Harvard University, USA
Anat Keinan, Harvard University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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