Nonverbal Messages (01-11-19)

Research recently completed by Rucker and Cannon indicates the importance of nonverbal communication. The Rucker/Cannon team’s findings are likely relevant in many contexts beyond the ones specifically tested.  According to a study-related article in KelloggInsight, “Over several decades, researchers have observed a Range Rover-sized pile of benefits from conspicuously consuming luxury goods.  High-status brands, these papers found, might help you get a date, obtain a job, secure a charitable donation, and receive more money in a negotiation. . . .[Rucker and Cannon found that] While sporting luxury brands boosted perceptions of a person’s status, they observed it also led them to be seen as less warm. . . . . The experiment replicated what other researchers had found—luxury consumption elevated the person’s perceived status. The man in the Gucci t-shirt was rated as more prestigious and elite than the man in the plain t-shirt. But importantly, Rucker and Cannon also discovered something novel: participants saw the Gucci-sporting man as less warm overall.”

“Why We Can’t All Get Away with Wearing Design Clothes.” 2019.  KelloggInsight, https://insight.kellogg.northwestern.edu/article/luxury-goods-perception...