Silvia Bellezza

The red sneakers effect: : inferring status and competence from signals of nonconformity

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 conspicuous consumption and lead to positive inferences of status and competence in the eyes of others. A series of studies demonstrates that people confer higher status and competence to nonconforming rather than conforming individuals. These positive inferences derived from signals of nonconformity are mediated by perceived autonomy and moderated by individual differences in need for uniqueness in the observers. An investigation of boundary conditions demonstrates that the positive inferences disappear when the observer is unfamiliar with the environment, when the nonconforming behavior is depicted as unintentional, and in the absence of expected norms and shared standards of formal conduct.

Brand Tourists: How Non-Core Users Enhance the Brand Image by Eliciting Pride

This research examines how core consumers of selective brands react when non–core users obtain access to the brand. Contrary to the view that non–core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non–core users enhance rather than dilute the brand image. A distinction between two types of non–core users based on how they are perceived by current users of core products is introduced: “brand immigrants” who claim to be part of the in-group of core users of the brand and “brand tourists” who do not claim any membership status to the brand community. A series of studies show that core consumers respond positively to non–core users when they are perceived as brand tourists. The brand tourism effect is mediated by core users’ pride and moderated by brand patriotism and selectiveness of the brand.

'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

Consumers are often faced with the opportunity to purchase a new, enhanced product, such as a new phone, even though the product they currently own is still fully functional. The authors propose that consumers act more recklessly with their current products when in the presence of appealing, though not yet attained, product upgrades (not just mere replacements). Carelessness and neglect toward currently owned products stem from a desire to justify the attainment of upgrades without appearing wasteful. A series of studies with actual owners of a wide range of different goods (durable, consumable, functional, and hedonic products) and evidence from a real-word data set of lost Apple iPhones demonstrate how the availability of product upgrades increases cavalier behavior toward possessions. Moreover, the authors demonstrate that product neglect in the presence of attractive upgrades can occur without deliberate intentions. Finally, theoretical and managerial implications of these findings are discussed.