2min chapter

The Knowledge Project with Shane Parrish cover image

#19 Rory Sutherland: The Psychology of Advertising

The Knowledge Project with Shane Parrish

CHAPTER

I've Got a 15 Year Old Daughter, and Their Behavior Baffles Me

There's an awful lot of female fashion which men aren't actually men's taste. The way women would dress if they were dressing for men is not what you see in vogue. If you had simply tried to appeal to men, you wouldn't dress in high fashion really. Second thing is theire doing it to signal to other women, which is a kind of status rivalry between them. But then the other explanation is that, in terms of cosmetics and in terms of fashion, you're doing it signal to yourself. It enables you to feel confident in a way that actually you cannot will into existence.

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