Do you live in your high heels? Chances are you live in a wealthy city, new research suggests.
American women who relocate to wealthier cities are more likely to adopt the fashion preferences of those around them (including higher stilettos), while those who move to poorer cities are more likely to eschew the local norm and stick with their previous wardrobe style, a new study from Tepper School of Business reveals. Heel height increases in wealthier areas where the local style accepts the higher heel as standard, assert the school’s associate professor of marketing Jeff Galak and his
co-authors in the paper, titled “Trickle-down preferences: Preferential conformity to high status peers in fashion choices”.
“Studying heel height may seem like an unusual way to understand social influence, but it’s actually a perfect setting,” said Galak.
“Fashion choices are highly visible decisions that are influenced by social norms and pressures.”