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Written By: Agencies | Published : May 22, 2014 2:25 PM IST
Tyler Durden in Fight Club was undeniably 'cool'
In one study, participants were asked to evaluate an advertisement for a brand that advocated either breaking or following a dress code. Some participants read that the dress code existed for a legitimate reason (to honour war veterans), whereas others read that the dress code existed for an illegitimate reason (to honour a corrupt dictator). Results showed that breaking the dress code made the brand seem cooler when the dress code seemed unnecessary, but not when the dress code seemed legitimate. (Read:Would a full-body suit make you feel more free and liberated?)
Brands interested in showing how cool their products are can highlight features of independence and uniqueness. The authors also point out that it is difficult to be cool to everyone. That is, what is perceived as cool by one group of consumers may seem too deviant for another group. Finally, for policy makers hoping to curb risky behaviours, study results point out the benefits of messages that make desired behaviours more autonomous (and therefore cool) to the target audience. The new study has been published in the Journal of Consumer Research. (Read:Dance to transform your body, mind and soul)
Source: ANI
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