Good news for those who wear big, bold luxury logos on their sweaters or tees. A new study by the Journal of Business Research shows that logo peacocks are generally seen in a more positive light than those with more plain apparel.
In a series of three experiments, researchers found that a majority of people associate a “displayer of wealth and status” in a positive light.
“People wearing clothes with luxury brand logos receive preferential treatment over those not wearing luxury brand logos,” the study reads.
Which means that the next time you go in for a big interview, first date or major meeting, it’s appropriate to sport some LVs (Louis Vuitton) or CCs (Chanel) to display your importance. The bigger the better, apparently. (Insert skepticism here.)
Further, the trend applies to those who ask for money, for example, homeless people or street performers.
“A person wearing a luxury brand logo while soliciting charitable donations receives larger contributions than a person not wearing a luxury brand logo,” the study says.
So the next time you see a homeless man sporting a Louis Vuitton logo sweater, instead of gawking at him or poking fun at humanity, maybe give him an extra dollar, or 700. Turns out, you’ll probably want to.
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