Survey respondents perceiv the contestant as having higher status. I when he us his own presentation layout versus the official MIT layout that other partici. I pants in the contest us. And in this study the research. I ers also test the observers ne for uniqueness finding that people with a higher affinity. I for uniqueness assign. I greater status competence and autonomy to the. I nonconformer than the conformer. on the market. I already seem to engineer for nonconformity such as the LittleMissMatch brand that intentionally sells a. I mishmash of different socks in packs of three with the tagline nothing matches but anything goes.
The researchers studi the reactions
Of executives attending a formal symposium at a prestigious business school in which a professor wore r Converse sneakers while teaching in the classroom. The executives Belgium Phone Number Lis who said they own a pair of distinctive shoes gave the professo. I r higher professional status than t. I hose who did not confirming the idea that people with high levels of ne for uniqueness grant more status points to . I nonconformity than people with low levels of ne for uniqueness. People who like to diverge from the norm . I themselves the ones who like unique products are more likely to see the signal and interpret it positively llezza says.
What Brands Can Learn The findings
Few implications for companies. For one thing brands should take. I note that the way in which consumers signal status has chang in the last century and many people these Armenia phone number list day. I s applaud original products over mainstream choices. Consumers are coming more sophisticat and ople at the top of the pyramid have found other ways to distinguish themselves going yond buying things that are expensive llezza says. Luxury marketers should aware of the different ways that people display status and they may find ways to capitalize on the consumer s quest for uniqueness.