Sales associate's appearance: Links to consumers’ emotions, store image, and purchases

Jae-Eun Kim, Hae Won Ju and Kim K.P. Johnson

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 5, 407-413

Abstract: Within the context of S–O–R framework, we examined whether consumers linked aspects of sales associate's appearance to their emotions, to the store's image, and to their purchases. Data was collected from undergraduates (n=65). Participants were asked to complete a questionnaire immediately after completing a shopping trip for apparel, shoes, or accessories in a specialty or department store. Participants noted being influenced by associate's appearance as reflected in their appearance-oriented comments and their evaluative comments. Associate appearance cues referenced by participants varied depending on whether participants were asked about their emotions, store image, or their purchases.

Keywords: Appearance; Retail environment; Sales associates (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:5:p:407-413

DOI: 10.1016/j.jretconser.2009.06.001

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