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The Surprising Benefits of Nonconformity

March 18, 2014 | Silvia Bellezza, Francesca Gino, Anat Keinan | Leadership

New research finds that under certain circumstances, people who deviate from a dress code or other norms in appearance are perceived as having higher status and greater competence. Studies found that nonconformity leads to positive inferences when it is associated with deliberateness and intentionality. On the other hand, nonconformance due to lack of awareness does not lead to positive inferences from others. And nonconformance is risky: It comes at the cost of abandoning a comfort zone.

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