Defying Conventions: The Marketing Alchemy of Transforming 'Ugly' into Iconic

Presenter Information

• Monisha Gupta Dr, Marshall UniversityFollow
• Rex McClure Dr, Marshall UniversityFollow

Keywords

Ugly fashion, symbolic consumption, identity signaling, Red Sneakers Effect, classical conditioning, embodied cognition, authenticity, postmodern consumer, ABC model, nonconformity marketing, cultural capital, behavioral learning theory.

Document Type

Proceedings Abstract