Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Dressing down: Can this actually boost your social status?

12.02.2014
From wearing a suit to a wedding to donning a tie for a job interview, American society has established unspoken rules for dress codes and proper etiquette.

But there's always that one guy who wears the bright socks or the obnoxious bow tie. According to a new study in the Journal of Consumer Research, this type of behavior has the potential to increase a person's perceived success.

"We proposed that, under certain conditions, nonconforming behaviors can be more beneficial to someone than simply trying to fit in. In other words, when it looks deliberate, a person can appear to have a higher status and sense of competency," write authors Silvia Bellezza, Francesca Gino, and Anat Keinan (all Harvard University).

Across five laboratory and field studies, the authors looked at the role of nonconformity in different populations. The collective results suggest that people attribute higher status and competence to individuals who are nonconforming (rather than conforming) in prestigious contexts with expected norms of formal conduct.

In one study, students were asked to rank the perceived professional status of a professor who was employed at either a local college or a top-tier university and who was either clean-shaven and in a business suit or who had a beard and was wearing a t-shirt. As the researchers predicted, the students attributed significantly more status and competence to the unshaven professor at the top-tier university.

Both niche and mainstream brands interested in the role of nonconformity in advertising can capitalize on the growing demand for clothes and accessories that signal intentional nonconformity. Further, nonconforming brands that are associated with premium prices may signal that the nonconforming individual can afford conventional status symbols.

"A key question for companies is to understand how consumers can demonstrate that they are intentionally not conforming through brands and products. In other words, 'what makes nonconformity seem more intentional?'" the authors conclude.

Silvia Bellezza, Francesca Gino, and Anat Keinan. "The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity." Journal of Consumer Research: June 2014. For more information, contact Silvia Bellezza (sbellezza@hbs.edu) or visit http://ejcr.org/.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

Further reports about: Consumer Research Dressing down nonconforming behaviors

More articles from Studies and Analyses:

nachricht Obstructing the ‘inner eye’
07.07.2017 | Friedrich-Schiller-Universität Jena

nachricht Drone vs. truck deliveries: Which create less carbon pollution?
31.05.2017 | University of Washington

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Manipulating Electron Spins Without Loss of Information

Physicists have developed a new technique that uses electrical voltages to control the electron spin on a chip. The newly-developed method provides protection from spin decay, meaning that the contained information can be maintained and transmitted over comparatively large distances, as has been demonstrated by a team from the University of Basel’s Department of Physics and the Swiss Nanoscience Institute. The results have been published in Physical Review X.

For several years, researchers have been trying to use the spin of an electron to store and transmit information. The spin of each electron is always coupled...

Im Focus: The proton precisely weighted

What is the mass of a proton? Scientists from Germany and Japan successfully did an important step towards the most exact knowledge of this fundamental constant. By means of precision measurements on a single proton, they could improve the precision by a factor of three and also correct the existing value.

To determine the mass of a single proton still more accurate – a group of physicists led by Klaus Blaum and Sven Sturm of the Max Planck Institute for Nuclear...

Im Focus: On the way to a biological alternative

A bacterial enzyme enables reactions that open up alternatives to key industrial chemical processes

The research team of Prof. Dr. Oliver Einsle at the University of Freiburg's Institute of Biochemistry has long been exploring the functioning of nitrogenase....

Im Focus: The 1 trillion tonne iceberg

Larsen C Ice Shelf rift finally breaks through

A one trillion tonne iceberg - one of the biggest ever recorded -- has calved away from the Larsen C Ice Shelf in Antarctica, after a rift in the ice,...

Im Focus: Laser-cooled ions contribute to better understanding of friction

Physics supports biology: Researchers from PTB have developed a model system to investigate friction phenomena with atomic precision

Friction: what you want from car brakes, otherwise rather a nuisance. In any case, it is useful to know as precisely as possible how friction phenomena arise –...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

»We are bringing Additive Manufacturing to SMEs«

19.07.2017 | Event News

The technology with a feel for feelings

12.07.2017 | Event News

Leipzig HTP-Forum discusses "hydrothermal processes" as a key technology for a biobased economy

12.07.2017 | Event News

 
Latest News

Researchers create new technique for manipulating polarization of terahertz radiation

20.07.2017 | Information Technology

High-tech sensing illuminates concrete stress testing

20.07.2017 | Materials Sciences

First direct observation and measurement of ultra-fast moving vortices in superconductors

20.07.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>