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 language | English (US) |
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Pages (from-to) | 407-413 |
Number of pages | 7 |
Journal | Journal of Retailing and Consumer Services |
Volume | 16 |
Issue number | 5 |
DOIs | |
State | Published - Sep 2009 |
Keywords
- Appearance
- Retail environment
- Sales associates