In another experiment, volunteers watched one of two videos of the same man being interviewed for a job. In one, his shirt had a logo; in the other, it did not. The logo led observers to rate the man as more suitable for the job, and even earned him a 9% higher salary recommendation.
In a society in which the populace is now referred to as “consumers” rather than “citizens”, we all know the power of branding. The Economist reports on a study showing just how far this effect goes — the cooperation, respect, and money which others will give you varies widely based on the logo that appears on your shirt:
Rob Nelissen and Marijn Meijers of Tilburg University in the Netherlands examined people’s reactions to [actors] who were wearing clothes made by Lacoste and Tommy Hilfiger, two well-known brands that sell what they are pleased to refer to as designer clothing.