The Red Sneakers Effect : Inferring Status and Competence from Signals of Nonconformity

@inproceedings{Bellezza2014TheRS,
  title={The Red Sneakers Effect : Inferring Status and Competence from Signals of Nonconformity},
  author={Silvia Bellezza and Francesca Gino and Anat Keinan},
  year={2014}
}
This research examines how people react to nonconforming behaviors, such as entering a luxury boutique wearing gym clothes rather than an elegant outfit or wearing red sneakers in a professional setting. Nonconforming behaviors, as costly and visible signals, can act as a particular form of conspicuous consumption and lead to positive inferences of status and competence in the eyes of others. A series of studies demonstrates that people confer higher status and competence to nonconforming… CONTINUE READING