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 (2013) ,"The Red Sneakers Effect: Inferring Status From Signals of Nonconformity", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 154-155.


Silvia Bellezza, Harvard Business School, USA
Francesca Gino, Harvard Business School, USA
Anat Keinan, Harvard Business School, USA


E - European Advances in Consumer Research Volume 10 | 2013

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