Welcome to the Sock Project. We’ve all seen stories about how people who wear colourful, unusual or crazy socks are seen as more Creative, Intelligent And Successful.
The research is taken from a study published in the Journal of Consumer Research.
They key takeaway is that nonconformists (such as people who wear colourful socks with crazy designs) are perceived as having a higher status than those who follow conventional social norms and as such deemed as more brilliant and successful.
People who have such non-conforming behaviours tend to exude an air of nonchalance when it comes to standing out with colorful socks and thereby appear to others to have a higher status and sense of competency. Think of that smartly dressed banker in a formal shirt and tie but then has on brightly coloured and patterned socks. It’s likely that you’ll perceive that as a deliberate act of rebelliousness and individuality that shows a bold character.
The Sock Project seeks to uncover and document the stories of these creative individuals and their love affair with socks.