Judging a Book By Its Cover: Salience of Fashion Cues Signals Lower Self-Control

This research hypothesizes that individuals associating with fashion-related cues (e.g., dressing fashionably) will be perceived as lacking self-control by observers. Results from five experiments provide support for our predictions with regard to both trait evaluation and other behavioral measurements, thus demonstrating an ironically negative effect of being fashionable.


Yunhui Huang and Ke Zhang (2019) ,"Judging a Book By Its Cover: Salience of Fashion Cues Signals Lower Self-Control", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 644-645.


Yunhui Huang, Hong Kong University of Science and Technology, China
Ke Zhang, Shanghai University, China


NA - Advances in Consumer Research Volume 47 | 2019

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