Researchers at Harvard University have found that successful people often show a tendency not to follow tradition. For example, in a world of serious trading, people tend to wear bright socks.
The study called the “Red Sneaker Effect” examines people’s reactions to substandard products and how it shapes their perceptions of substandard products, such as people who wear red sneakers in professional settings.
It concludes that non-conformity is usually interpreted as conspicuous consumption, a kind of lofty status and confidence.
Our research examines how third-party observers explain this violation of conventional norms based on status and ability attribution. We prove that unqualified behavior as an expensive and visible signal can work similarly to obvious consumption, and compared with qualified behavior, it can be inferred that the status and abilities of others are enhanced.
In contrast, people with low status in the organization are more likely to strictly comply with the dress code.
109 female adults were recruited in the center of Milan. Among them, 52 are sales assistants in boutiques, selling brands such as Armani, Burberry, Christian Dior, La Perla, Les Copains and Valentino. The remaining 57 participants were recruited at Milan Central Station and had little experience working in boutiques.
Participants were asked to describe their opinion of a person based on the written situation of women entering high-end boutiques. In one case, the fictitious woman was described as “wearing sportswear and a jacket.” They were asked many questions to determine whether they thought the woman was a luxury or VIP customer.
It turned out that the shop assistants and other women gave high marks to unqualified women wearing sportswear. For shop assistants who are accustomed to the sales environment of boutiques, this trend is even stronger.
In the second study of this article, the researchers studied non-traditional clothing in a professional environment.
To this end, 159 participants were recruited from Harvard University in Boston. They once again obtained a description of the costume and biography of an imaginary person, in this case a university professor.
Furthermore, the more a person wears, the higher their status. In a professional environment, professors wearing T-shirts instead of suits are also considered to have a higher level.
The “fashion chic” of hoodies and T-shirts is the dress code of the tech industry, especially Silicon Valley.
The third aspect of the Harvard study considers the degree of deliberate non-conformance in order to mark oneself as independent and attract attention.
In the dating world, this is called “Peacock Screening”, and its ingenious form can be done in the office.
The study found that if the substandard dressing table in the workplace is considered to have a higher status, it is considered intentional, not just an accident.
The researchers pointed out that products that meet this requirement are already on the market, such as a pack of socks without matches.
Post time: Sep-08-2020