An Exploratory Study of the Role of Employee Skin Tone on Customer Evaluations

Kelly Cowart, Grand Valley State University, USA
Carolyn Massiah, University of Central Florida, USA
Kevin Lehnert, Grand Valley State University, USA
This study explores the impact of service provider skin tone and gender on consumer perceptions. Empirical findings suggest that both factors significantly influence consumer perceptions. The perceived ethnicity of the service provider plays a key role in consumer responses as well. Hispanics are evaluated less positively than other ethnic groups.
[ to cite ]:
Kelly Cowart, Carolyn Massiah, and Kevin Lehnert (2013) ,"An Exploratory Study of the Role of Employee Skin Tone on Customer Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.