The Impact of Employee Appearance on Consumer Responses to Flattery

Freeman Wu, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
We investigate the influence of employee appearance on consumer reactions to appearance-related compliments. Three studies show that consumers respond more negatively to flattery when the flatterer is attractive, and that this effect is especially pronounced among consumers high in susceptibility to normative influence.
[ to cite ]:
Freeman Wu, Adriana Samper, and Andrea Morales (2015) ,"The Impact of Employee Appearance on Consumer Responses to Flattery ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 302-307.