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Keepin' it Cool: The Behavioral Effects of Wearing Sunglasses

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Decision-Making and Behavioral Economics Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

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.

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2002Shame and Guilt 2000Cool Rules: Anatomy of an Attitude

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2023Innocence versus Coolness: the influence of brand personality on consumers’ preferences

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