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

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

Research output: Contribution to journalArticlepeer-review

25 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)407-413
Number of pages7
JournalJournal of Retailing and Consumer Services
Volume16
Issue number5
DOIs
StatePublished - Sep 2009

Keywords

  • Appearance
  • Retail environment
  • Sales associates

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