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

Silvia  Bellezza; Francesca  Gino; Anat   Keinan

Article | Journal of Consumer Research | June 2014

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

by Silvia Bellezza, Francesca Gino and Anat Keinan

Abstract

We examine 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. We identify boundary conditions and demonstrate 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.

Keywords: consumer behavior; marketing; Marketing; Consumer Behavior;

Format: Print

Find at Harvard Read Now

Citation:

Bellezza, Silvia, Francesca Gino, and Anat Keinan. "The Red Sneakers Effect: Inferring Status and Competence from Signals of Nonconformity." Journal of Consumer Research 41, no. 1 (June 2014): 35–54. (Finalist, 2017 Best Article Award for a paper published in JCR in 2014.))

In six studies, we show that after experiencing a threat to their abilities, individuals who misrepresent their performance as better than it actually is boost their feelings of competence. We situate these findings in the literature on self-protection. We show that this “counterfeit competence” effect holds when threat is measured (Study 1), manipulated (Study 2), and when the opportunity to cheat is randomly assigned (Study 3). We extend our findings to a workplace context, showing that threatened individuals who lie on a job application feel more capable than those who report them honestly (Study 4). Finally, consistent with the argument that counterfeit competence is driven by self-protection, we find individuals do not predict they would experience such a boost (Study 5) and that cheating after threat offers benefits similar to those provided by other established methods of self-protection (Study 6). Together, our findings suggest that, after threat, misrepresenting one’s performance can function as a mechanism that helps to restore positive self-evaluations about one’s capabilities.

Faculty & Research

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

Abstract

Citation:

About the Authors

More from these Authors