How and Why Wearing Sunglasses Makes For Cool Consumers

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 663-664.

Authors

Lili Wang, Zhejiang University
Amy Dalton, HKUST



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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