The Red Sneakers Effect: Breaking Conventions Boosts Status and Competence

Lady Gaga's decision to wear a meat dress at an awards ceremony was not about standing out but about displaying status. Dressing differently is a characteristic of individuals with high status, power, and wealth. Research shows that breaking fashion conventions, rather than dressing down, increases perception of competence and status. The most successful academics tend to dress scruffily, while junior academics conform more. The phenomenon is known as the Red Sneakers Effect. Breaking conventions boosts perceived status and competence. Examples from marketing and advertising demonstrate how breaking conventions can enhance brand appeal.