The red sneakers effect,
This research examines how people react to nonconforming behaviours, such as entering a luxury boutique in gym clothes or wearing red sneakers in a professional setting. Such behaviours are costly and visible signals and can act as a form of conspicuous consumption, leading observers to infer higher status and competence. A series of studies shows that people confer higher status and competence on nonconforming than on conforming individuals. The inferences are mediated by perceived autonomy and moderated by observers' need for uniqueness.
This research examines how people react to nonconforming behaviours, such as entering a luxury boutique in gym clothes or wearing red sneakers in a professional setting. Such behaviours are costly and visible signals and can act as a form of conspicuous consumption, leading observers to infer higher status and competence. A series of studies shows that people confer higher status and competence on nonconforming than on conforming individuals. The inferences are mediated by perceived autonomy and moderated by observers' need for uniqueness.
Written from the abstract as shown on the Crossref record, read 2026-11-04.
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Journal of Consumer Research. https://www.sciencedaily.com/releases/2014/02/140211094254.htm