Category Archives: Consumer Behavior
A recent study has demonstrated that intentionally going against the grain can gain you competence, respect, and even credibility from others. The study published in the Journal of Consumer Research examined how what people wear does affects others perceptions in a positive way¹.
What did they find? When people dress in a way that goes against the convention they are seen as more competent and seen as having a hire status than those people who conformed and dressed like everyone else.
Let me give you an example: You know how you are invited to a party and they say it’s “Black Tie”…the fact is if you intentionally show up in jeans and jacket you more likely to be viewed as successful and competent. Why?
1. People who do not conform are seen as truly “FREE”…they have autonomy.
2. People have a desire to be unique and admire that in others , and therefore are perceived as someone confident and of higher social status.
*Let’s face it…it’s easy to conform…everybody else does…right?*
Do you want “Ambassadors” for your business? You should, they are the most effective free advertising that you can have for your business. They refer you, bring people to you, and they want to make sure you are successful. Recently the Journal of Consumer Research pre-released a piece of empirical research for the February issue that identifies the factors that create ambassadors.
The article entitled Place Attachment in Commercial Settings: A Gift Economy Perspective. The research specifically looked at what factors contribute to clients attachment to a particular business and further looked at are the resultant behaviors of clients who become your ambassadors.
Factors that can turn clients into Ambassadors