How do you decide if you can trust someone? Is it based on their handshake, the way they look you in the eye, or perhaps their body language? We know that what someone wears has an effect on our trust in them. If you happen to be a doctor, 76% of us will favour you if you wear the white coat, compared to only 10% if you happen to just pop out in your surgical scrubs. Labels matter too.
In one test, four times as many people were willing to stop and answer a survey on one day compared to another. The difference? Whether or not the interviewer had a designer label on their sweatshirt. But what if you had to decide whether or not to trust someone without knowing the gear they were togged up in? Without knowing anything about them at all?