Beyond skin-deep: Triple roles of salesperson attractiveness and consumer bargaining styles

Abstract

ABSTRACTSalesperson attractiveness produces varied effects in consumer perceptions and behaviors particularly in the retail bargaining context. However, little research has been conducted. This study, employing semi-structured interviews with sixty participants, explains the roles of salesperson attractiveness (i.e. aesthetic preference, power, and marketing cues) that can influence different consumer perspectives, from favor to fear, and approaches in negotiations (i.e. cooperation or competition). Research findings enhance better understanding of the beauty premium versus beauty penalty and suggest more mindful implications of retail strategies in salesperson management and consumer interactions.KEYWORDS: Salesperson attractivenessretail bargainingconsumer bargaininginteraction stylessalesperson management Disclosure statementNo potential conflict of interest was reported by the author(s).