Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients

Cervellon, Marie-Cécile, Juliet F. Poujol and J.F. Tanner

Journal of Retailing and Consumer Services, 2019, vol. 51, issue C, 191-201

Abstract: This paper investigates how the activation of a customer stereotype affects salespersons’ interpersonal orientation in the context of luxury car purchases. The results of three complementary studies (observation in-situ, survey among luxury car clients, lab-experiment among apprentice-salespeople) indicate that status trumps gender; Gender-stereotypes are activated only when status is not, indicating the expectancy-based nature of sales stereotyping. Our research highlights the mechanism that leads to privileged behaviors: salespeople attribute a higher purchase budget to clients with visible signs of status. Addressing changes in customer orientation is particularly important in luxury retail settings where service excellence is a priority.

Keywords: Customer stereotypes; Interpersonal orientation; Status; Gender; Luxury retail; Luxury car industry (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:51:y:2019:i:c:p:191-201

DOI: 10.1016/j.jretconser.2019.04.013

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