The Role of Employee Physical Dominance on Male Customers’ Status-Signaling Consumption

Tobias Otterbring, CTF – Service Research Center Karlstad University, Sweden
Christine Ringler, University of Alabama, USA
Nancy Sirianni, University of Alabama, USA
Anders Gustafsson, CTF - Service Research Center Karlstad University, Sweden
Physically dominant male employees may attract female customers, but do they affect male customers? In a field experiment, male customers purchased more expensive products than female customers in the presence of a physically dominant male employee. Attractiveness is not driving our effect, as dominant and non-dominant employees were equally attractive.
[ to cite ]:
Tobias Otterbring, Christine Ringler, Nancy Sirianni, and Anders Gustafsson (2016) ,"The Role of Employee Physical Dominance on Male Customers’ Status-Signaling Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 576-577.