14-K: the Effect of Service Providers’ Attractiveness on Consumers’ Preferences For Status Quo

Natalie Truong, Nanyang Technological University, China
Jennifer Argo, University of Alberta, Canada
George Christopoulos, Nanyang Technological University, China
How does beauty influence the consumer’s decision process and choices? In two studies, we found that with exposure to attractive (vs. unattractive) female salespersons, female participants were more likely to prefer the traditional over the innovative products (study 1), and demonstrated higher preference for status quo (study 2).
[ to cite ]:
Natalie Truong, Jennifer Argo, and George Christopoulos (2017) ,"14-K: the Effect of Service Providers’ Attractiveness on Consumers’ Preferences For Status Quo", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1062-1062.