The study's authors showed 150 students at a Korean university one of three videos depicting a woman interviewing for an internship with a movie agency. All three versions of the video were identical, with the exception of the logo shown on the woman's white polo shirt.
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In one version, the logo was for luxury brand Louis Vuitton. In another, it was for fast-fashion label H&M. For the third video, the woman had no branding on her shirt.
According to the findings, when an applicant wore a luxury label to the interview, respondents considered her to be a more suitable candidate for the job. She was also more likely to earn a higher wage. Whereas 15.6 percent of respondents said the candidate wearing a Louis Vuitton logo should earn more than 13,000 won, or about $11.88 an hour, only 2.4 percent said the same for the candidate wearing the H&M brand.
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Zero respondents said the woman wearing no logo should be paid more than 13,000 won.
"The higher perceived status of the wearer of a luxury brand (versus the wearer of no brand clothes that are otherwise identical) produces benefits in social interactions including preferential treatment and, sometimes, financial benefits," the study said.