Strategy. Innovation. Brand.
Enclothed Cognition
Dress like a philosopher, think like a philosopher.
I’ve written at various times about embodied cognition – the idea that the body influences the mind. (See here, here, and here.) In other words, our mind is not limited to our brain. We think with our bodies as well. You can improve your confidence by making yourself big. You can brighten your mood by putting a smile on your face. Want to feel morally pure? Take a bath.
How far does this extend? The clothes you wear, for instance, touch your body and mediate between your body and the world around you. It’s fair to ask: do the clothes you wear influence your thinking?
The answer is yes. Hajo Adam and Adam Galinsky introduced the term “enclothed cognition” in an article in the Journal of Experimental Social Psychology in July 2012. (Click here). They write that enclothed cognition describes, “…the systematic influence that clothes have on the wearer’s psychological processes.” They also suggest that two factors come into play: “the symbolic meaning of the clothes and the physical experience of wearing them.”
Many clothes have symbolic value. Take the humble white coat. In a hospital setting, we might assume that someone wearing a white coat is an expert or an authority. We behave differently towards her because of the coat’s symbolism. In other words, the coat affects the perceiver’s cognition and behavior. But does it affect the wearer’s cognition?
Adam and Galinsky conducted three experiments to find out. In the first, they divided randomly selected participants into two groups, one of which wore white lab coats, the other of which did not. The two groups then performed the Stroop test in which the word “blue” is printed in red or the word “green” is printed in yellow. The groups were asked to identify incongruities between the words and colors. The group wearing white lab coats performed about twice as well as the other group.
The second test used three groups. One group wore a white lab coat and believed that it was a doctor’s coat. The second group wore an identical white lab coat but believed that it was painter’s coat. The third group wore normal street clothes. The experimenters asked the three groups to spot discrepancies in a series of illustrations. Those who wore the doctor’s coat found more discrepancies than either of the other two groups. The symbolic value of a doctor’s coat had greater impact on attention than did the painter’s coat.
The third experiment was similar to the second except that some groups didn’t wear the doctor’s or painter’s coat; they merely observed them. Those who donned the doctor’s coat performed best.
The study suggests that the symbolic nature of clothing does indeed affect our cognition. Merely observing the clothes does not trigger the effect (or does so only mildly). Actually wearing the clothes has a meaningful impact on our thinking and behavior.
These studies suggest that our clothes not only affect how others perceive us. They also affect how we perceive ourselves. Even if no one sees us, our clothes influence our cognition. Perhaps, then, we can dress for success, even if we work alone. Similarly, wearing athletic clothes may well improve our chances of getting a good workout. Dressing like a member of the clergy may make us behave more ethically. Dressing like a slob may make us behave like a slob.
There’s one other wrinkle that was brought to my attention – oddly enough – by my spellchecker. When I wrote “enclothed cognition”, the spellchecker consistently converted it to “unclothed cognition”. This raises an interesting question. If clothes affect our cognition in certain ways, does the absence of clothes affect our cognition in other ways? Time for another study.
Perverse Incentives and Wells Fargo
But don’t read the comp plan.
The papers today are filled with the story of the “brazen sham” at Wells Fargo. Apparently, 5,300 employees opened “566,000 phantom credit card accounts” and charged customers $1.5 million in fees for accounts that they didn’t know existed. Why did employees do that? Because their compensation plan told them to.
Wells Fargo seems to have spawned a set of perverse incentives in the credit card division. Rather than incenting employees to do the right thing, the incentives led employees to cut some ethical corners in order to earn bigger bonuses. The company professed one set of values but paid employees to abide by another. That’s perverse but not uncommon.
(For more on perverse incentives, click here, here, and here).
Why are perverse incentives so common? In my opinion, it’s poor message discipline. The company delivers different messages to different audiences.
As it happens, I’m a Wells Fargo customer (though not of the credit card division). I receive a lot of their information and, being a student of branding, I actually read it. I’ve always been impressed by the consistent tone and content of their communications. The messaging managers are doing a good job and building a good brand.
I’ve also had a number of students who work for Wells Fargo as junior to mid-level managers. Without exception, they speak highly of the organization. They report that Wells Fargo uses the Strengths Finder tools to help employees identify their strengths and weaknesses and to help managers build well-balanced teams. They also report that the company has a diverse employee base and a very positive culture. In short, my students who work at Wells Fargo seem to love the place.
The messaging is remarkably consistent, whether it’s coming directly from the company or indirectly through employees. As the New York Times reports, the message consistently focuses on trust: “Wells Fargo has long tried to separate itself from Wall Street…..the bank has sought to portray itself as a bank for Main Street. Its entire ethos, Wells Fargo has long suggested, is one of trust and ethics.”
That message came through clearly and consistently for me. But the people in charge of message consistency missed one critical document: the comp plan.
It’s often said that a company speaks to its sales force through the comp plan. In other words, the comp plan is a messaging document and requires the same discipline as any other messaging document.
Sales people don’t read company brochures and websites to learn how to behave. Instead, they read the comp plan. If the brochures focus on a culture of trust but the comp plan focuses on closing deals at any cost, we almost automatically get perverse incentives. The company is saying two different things to two different audiences. The best that can be expected is confusion. The worst is fraud.
Can Wells Fargo recover? I suspect so. In fact, though somewhat disappointed, I’m still a satisfied customer. They’ve done a good job by me and I appreciate their attitude and, yes, their ethos. Now they have to deliver one consistent message to all audiences, both internal and external.
Altruism and Sex
My genome is healthy.
Altruism is traditionally defined as: “behavior by an animal that is not beneficial to or may be harmful to itself but that benefits others of its species.” So here’s a simple question: why would anyone be altruistic?
One answer has to do with our relatives. Sociobiology suggests that all living creatures share one fundamental goal: to propagate our genes into future generations. Of course, the most direct way to propagate our genes is to reproduce.
But we can also propagate our genes by supporting our genetic relatives. So I might behave altruistically toward my sister because she shares much of my genome. If she reproduces successfully (and her children do as well), then some of my genetic heritage is passed on to future generations. So it pays to be nice to my sister. (It took me a long time to figure this out).
But why would anyone be altruistic toward someone who is not a genetic relative? According to Steven Arnocky’s recent paper in the British Journal of Psychology it has to do with another fundamental human drive: sex.
You may recall that competition for sex is a key element in maintaining the overall health of a species. When there is a fair amount of competition among males, females are remarkably good at picking out the best mates. What does “best” mean in this sense? The best men for producing healthy offspring who can in turn produce healthy offspring of their own.
So how do females know which males will produce the best offspring? Some of it is physical. For instance, females strongly prefer males who are symmetric rather than asymmetric. Being symmetric is, apparently, a good marker of genetic health.
Behavior also plays a role. We know, for instance, that creativity plays a strong role in mate selection – for both men and women. Ornamental creativity is especially attractive. Strictly speaking, ornamental creativity is not essential to survival. So those who display this trait are effectively advertising “I have more than enough to survive plus some left over for ornamentation. I have an abundance of what you want.”
According to Arnocky’s paper, non-kin altruism plays a similar role to creativity. It’s a behavior that is desirable to the opposite sex. The study used two different methods to measure altruism and then correlated the degree of altruism with sexual activity. Those who scored higher on altruism, “…reported having more sex partners, more casual sex partners, and having sex more often within relationships.” The correlation was stronger for men than women, suggesting that altruism is more important for women selecting men than for men selecting women.
In an interview, Arnocky summed up the results by noting that, “”It appears that altruism evolved in our species, in part, because it serves as a signal of other underlying desirable qualities, which helps individuals reproduce.”
Based on Arnocky’s findings, we may have been defining altruism improperly. The classic definition says that altruism doesn’t benefit the individual but does benefit the species. But Arnocky’s paper points out a very direct benefit to the individual – better mates and more of them. Given this, we need to re-phrase our initial question. It probably should be: why wouldn’t everyone be altruistic?
(Less technical summaries of Arnocky’s paper are here and here).
Another Reason For Female Executives
Which gender norms should we adopt?
Want to get stuff done? You may need to compromise occasionally. Who’s better at that? Who do you think?
A recent study in the Journal Of Consumer Research (abstract here; pdf here) suggests that men working with men tend not to compromise. By contrast, men working with women or women working with women are more likely to find the middle ground.
The article, by Hristina Nikolova and Cait Lamberton – professors at Boston College and the University of Pittsburgh respectively — focuses on consumer behavior and is probably most relevant to marketing strategists. But I wonder if it doesn’t have much broader implications as well.
The study revolves around the compromise effect, which is well understood in marketing circles. Let’s say that you want to buy a car and you have two decision criteria: efficiency and prestige. Car X is clearly better on efficiency and OK on prestige. Car Y is clearly better on prestige and OK on efficiency. Car Y is also more expensive than Car X.
Which one do you buy? It’s a tough choice. So the salesperson introduces the even more expensive Car Z, which is even better on prestige than Car Y. Now Car Y is the compromise choice – it’s OK on efficiency and pretty good on prestige. With three choices available, Car Y is not the top of the line on either criterion but it’s acceptable on both criteria. The compromise effect suggests that you’ll buy Car Y.
The compromise effect has been demonstrated in any number of studies. Indeed, it’s why restaurants often add a very high-priced item to their menus. The item probably doesn’t sell very often but it makes everything else look more reasonable.
But what if you’re making the decision with another person? This hasn’t been studied before and Nikolova and Lamberton focus their attention on decisions made by two people acting together (also known as dyads). The authors looked at three different dyads:
- Male/male
- Female/male
- Female/female
Under five different conditions, Nikolova and Lamberton found essentially the same results. First, the compromise effect seems to work “normally” with female/female and female/male dyads. Second, the compromise effect has much less impact on male/male dyads. Such dyads tend to move toward one of the extremes – either Car X or Car Z in our example.
Why would this be? The authors suggest that it has to do with gender norms coupled with the act of being observed. They write, “Normative beliefs about women’s behavior suggest that women should be balanced, compassionate, conciliatory, accommodating, and willing to compromise….” Male gender norms, on the other hand require, “…men in social situations to be maximizers, assertive, dominant, active, and self-confident; their decisions should show leadership, … high levels of commitment … and decisiveness….”
For both genders, being observed influences the degree to which an individual adheres to the gender norms. If you know you’re being observed – and/or that you will need to defend your choice later – you’re more likely to behave according to your gender norm. Interestingly, men working with women tend to adopt more of the female gender norms.
Nikolova and Lamberton focus exclusively on consumer choice but I wonder if the same dynamic doesn’t apply in many other decision-making situations as well. Men may be willing to compromise but they don’t want to be seen as compromisers. If you need to compromise to get something done, it helps to add a woman into the mix.
Indeed, I was struck by the fact that the same day I discovered the Nikolova-Lamberton article, I also read about Tim Huelskamp, a Republican congressman from western Kansas. According to the New York Times, Huelskamp is a “hardline conservative member of the Freedom Caucus” who “quickly earned a reputation for frustrating Republican leaders…” after he was elected in 2010. Yesterday, a more moderate challenger defeated Huelskamp in the Republican primary. As one voter noted, ““I don’t mind [Huelskamp’s] independent voice, but you’ve got to figure out how to work with people.” Perhaps the good people of Kansas should elect a woman to replace him.
Healing Architecture
I feel better already.
We were in Barcelona last month with our two favorite architects, Julia and Elliot. Of course, we wanted to see the many buildings created by another favorite architect, Antoni Gaudi. A friend also clued us in that, if we wanted to see some really good architecture, we shouldn’t miss the Hospital de Sant Pau.
I enjoy discovering cities but had never thought about visiting hospitals as part of a tourism agenda. Hospitals seem very functional and efficient and somewhat drab. They also look pretty much alike whether you’re in Denver or Paris or Bangkok. They seem to be built for the benefit of the medical staff rather than the patients.
So I was very surprised to find that the Hospital de Sant Pau contained some of the most beautiful buildings I’ve ever seen. The hospital dates to 1401 but the major complex that we visited consisted of about a dozen buildings constructed between 1901 and 1930. The Catalan architect Lluis Doménech I Montaner designed the entire campus, which today claims to be the largest art nouveau site in Europe. The campus is like a fairy tale – every which way you turn reveals something new and stimulating. (My photo above barely does it justice).
(The art nouveau campus was a working hospital until 2009 when it was replaced by a newer hospital – also an architectural gem – just beside it. The art nouveau campus is now a museum and cultural heritage site).
As I wandered about the campus, I thought if I were sick, this is the kind of place I would want to be. It’s beautiful and inspiring. That led me to a different question: Can the architecture of a hospital affect the health of its patients? The answer seems to be: Yes, it can.
The earliest paper I found on healing and architecture was a 1984 study by Roger Ulrich published in Science magazine. The title summarizes the findings nicely: “View Through a Window May Influence Recovery from Surgery.” Ulrich studied the records of patients who had gall bladder surgery in a Philadelphia hospital between 1972 and 1981.
Ulrich matched patients based on whether they had a view of trees out the window or a view of a brick wall. He studied only those patients who had had surgery between May and October “…because the tress have foliage during those months.” He also matched the pairs based on variables such as age, gender, smoking status, etc. As much as possible, everything was equal except the view.
And the results? Patients “…with the tree view had shorter postoperative hospital stays, had fewer negative evaluative comments from nurses, took fewer moderate and strong analgesic doses, and had slightly lower scores for minor postsurgical complications.”
Ulrich’s study (and others like it) has led to a school of thought called evidence-based design. Amber Bauer, writing in Cancer.Net, notes, “Like its cousin, evidence-based medicine, evidence-based design relies on research and data to create physical spaces that will help achieve the best possible outcome.”
Bauer cites Dr. Ellen Fisher, the Dean of the New York School of Interior Design, “An environment designed using the principles of evidence-based design can improve the patient experience and enable patients to heal faster, and better.” Among other things, Dr. Fisher suggests, “A view to the outdoors and nature is very important to healing.” It’s Ulrich redux.
I’ll write more about evidence-based design and the impact of architecture on healing in the coming weeks. In the meantime, put a vase full of fresh flowers beside your bed. You’ll feel better in the morning.
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