Shalena Srna

The following article was written by Deborah Small, professor of marketing at the Wharton School; Alixandra Barasch, a visiting associate professor of marketing at INSEAD Business School and associate professor at NYU Stern; and Shalena Srna, assistant professor of marketing at the University of Michigan’s Ross School of Business. Ditch the Luxury Logos if You Want To Be Seen as a Cooperative Team Player In life, impressions matter.

In life, impressions matter. Whether we’re meeting with a client, attending a class reunion or going on a date, how others perceive us can make or break our goals. Many people wear luxury clothes, watches and handbags to signal their social status or success, whether real or assumed. If you’re one of them, be warned: Displays of this sort can backfire.

Ditch the luxury logos if you want to be seen as a cooperative team player. In life, impressions matter. Whether we’re meeting with a client, attending a class reunion or going on a date, how others perceive us can make or break our goals. Many people wear luxury clothes, watches and handbags to signal their social status or success, whether real or assumed. If you’re one of them, be warned: Displays of this sort can backfire.