Red Sneakers Effect

Question 1

Framework

Answer 1

Individual perceived as nonconforming leads to higher status/competence inference mediated through perceived autonomy.
Moderating factors are characteristic of observer (need for uniqueness)
Of the environment (prestige context) and behavior (intentional).

Question 2

Findings

Answer 2

• nonconforming behavior (visible signals for example red sneakers) act similar to conspicuous consumption of time = inference of status
• driven by perceived autonomy
• especially in prestige context, when observer is familiar and has a need for uniqueness and perceived as unintentional.