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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Featured

Time-of-Day Effects on Consumers’ Social Media Engagement

Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA

Read More

Featured

Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?

Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.