Abstract
Wearing sunglasses changes people’s behavior. When people wear sunglasses, they express less intense emotional responses and violate social norms by ‘slacking’ on performance and indulging on consumer choice. We propose that sunglasses have these effects by activating a cool schema—a set of beliefs and behavioral scripts associated with coolness.
| Original language | English |
|---|---|
| Pages | 728-729 |
| Publication status | Published - 2014 |
| Event | NA - Advances in Consumer Research - Duration: 1 Jan 2014 → 1 Jan 2014 |
Conference
| Conference | NA - Advances in Consumer Research |
|---|---|
| Period | 1/01/14 → 1/01/14 |
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