Beyond skin-deep: Triple roles of salesperson attractiveness and consumer bargaining styles
Issued Date
2023-01-01
Resource Type
ISSN
21639159
eISSN
21639167
Scopus ID
2-s2.0-85176131516
Journal Title
Journal of Global Scholars of Marketing Science: Bridging Asia and the World
Rights Holder(s)
SCOPUS
Bibliographic Citation
Journal of Global Scholars of Marketing Science: Bridging Asia and the World (2023)
Suggested Citation
Wongkitrungrueng A., Nuttavuthisit K., Sen S. Beyond skin-deep: Triple roles of salesperson attractiveness and consumer bargaining styles. Journal of Global Scholars of Marketing Science: Bridging Asia and the World (2023). doi:10.1080/21639159.2023.2254312 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/91066
Title
Beyond skin-deep: Triple roles of salesperson attractiveness and consumer bargaining styles
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
Salesperson 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.