OUP user menu

Editors

Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

3.125
5.003
16 out of 115

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

Silvia Bellezza, Francesca Gino, Anat Keinan
DOI: http://dx.doi.org/10.1086/674870 35-54 First published online: 1 June 2014

Abstract

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 rather than conforming individuals. These positive inferences derived from signals of nonconformity are mediated by perceived autonomy and moderated by individual differences in need for uniqueness in the observers. An investigation of boundary conditions demonstrates that the positive inferences disappear when the observer is unfamiliar with the environment, when the nonconforming behavior is depicted as unintentional, and in the absence of expected norms and shared standards of formal conduct.

View Full Text