What is it about?
This research demonstrates that consumers tend to bargain harder with physically attractive salespeople when they believe that the salary of the salesperson results in higher prices, but bargain less hard with the attractive salesperson when they believe that the salary of the salesperson does not contribute to higher prices.
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Why is it important?
This work provides greater nuance to our understanding of the impact of physical attractiveness on consumers' behavior in the marketplace. We show that another person's attractiveness can be a boon or a bane, depending on consumers' beliefs about the extent to which the salesperson's salary contributes to high prices.
Perspectives
I thought this was an interesting project because it deepens our understanding of how physical attractiveness influences behavior in the marketplace.
Diogo Hildebrand
Baruch College, CUNY
Read the Original
This page is a summary of: Is Salesperson Attractiveness a Boon or a Bane? The Moderating Role of Perceived Labor Cost‐To‐Price Ratio in Retail Bargaining, Journal of Consumer Psychology, March 2020, Wiley,
DOI: 10.1002/jcpy.1160.
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