Bellezza, Silvia; Gino, Francesca; Keinan, Anat - In: Journal of Consumer Research 41 (2014) 1, pp. 35-35
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...