Weekend Courier - - Opinion Clearly, It Is Time To Revise The Criteria - Vanessa Sch­mitt - Edi­tor

LIKE many par­ents, I took my teenage chil­dren to the Twenty One Pilots con­cert on Satur­day night. It was a great con­cert and of course my girls wanted a me­mento of the event from the mer­chan­dise stall. I agreed to a $40 red beanie for them to share. Lead singer Tyler Joseph wears the red beanie, so they’re “su­per cool”. Soon the crowd of thou­sands was a sea of red bean­ies and they sold out. Har­vard Busi­ness School re­searchers call Tyler’s beanie the Red Sneaker Ef­fect. Peo­ple use sig­nals of non-con­form­ity, such as what peo­ple wear, to in­fer sta­tus and com­pe­tence. For ex­am­ple, Mark Zucker­berg is fa­mous for his hood­ies and Don­ald Trump for his coif. The Red Sneaker Ef­fect means we think peo­ple who in­ten­tion­ally dress dif­fer­ently have higher sta­tus. It’s great news for those who have a unique sense of style – it’s the new power-dress­ing.

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