(Designers) clothes make the man
Tilburg University study finds that people who wear designer clothing are more successful than those without designer clothes.
Social psychologists Marijn Meijers and Rob Nelissen examined people’s reactions to brand clothing. In one experiment, test persons were collecting on behalf of the Dutch Heart Foundation. Some volunteers were wearing polo’s made by Lacoste and Tommy Hilfiger, two well-known brands, while others were wearing cheap clothes.
Collectors wearing designer clothes pulled together nearly twice as much money as the volunteers who were walking around in unlabeled t-shirts.
According to Meijers en Nelissen people react to designer labels as signals of underlying quality, and they think that only the best can afford them.
The research results will soon be published in the journal Evolution and Human Behavior. The Economist published a long article on the study last week. [EV/transl. YV]
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