Antwan Gallion

BADM 325 Reaction Paper The Red Sneakers Effect: Inferring Status and Competence from
Signals of Nonconformity
10/23/16
The marketing implications stated in this article introduce a different perspective of brand
marketing. Studies (specifically Study 1) show that less luxurious brands can signal higher
statues than more expensive ones. Furthermore, a company can market themselves as being nonluxurious brand driving the wealthiest and highest power customers. A brand having a high level
of consumption can signal being less powerful and for the low-status groups.
The consumer implications in the article demonstrate that consumers use nonconforming
actions to signal higher status, especially when its done unintentional. As a consumer, you now
have the opportunity to be in power based on the brands that they consume. The research also
signifies that consumers can now buy into less expensive brands that arent within the norm of
what everyone else is doing and be perceived as powerful.
Relevant future research ideas should examine how inferences from signals of
nonconformity relate to cultural variability along the dimension of individualism-collectivism.
Independent versus interdependent self-construal.
Questions
Do consumers react different in a private versus public context?
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I believe consumers will react different to preferences in private than when in public. I
think if these same tests were given publicly, people would have more than likely
conformed to avoid exclusion. This exceeds well in political campaigns when seeking
endorsers and using those around to influence the avoidance of exclusion.

Where does the red sneakers effect happen most?

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I feel like the red sneaker effect only happen in settings where wealth and power can be
identified by individuals of the majority. The red sneaker effect is used when an
individual wants to be recognized by something other than the norms of what the status
is.

How much does your image play in your status and competence?

You would often hear the saying, dress for the job that you want continuously
convincing consumers and individuals that you must live through the guidelines of
society. However, the studies indicate that standing out from others within certain settings
can lead to a higher perceived image by others.