Body Esteem and Shopping Behavior

Elizabeth Miller, Boston College
In this paper, I examine the impact of body esteem on consumers’ approach / avoidance behavior, interactions with salespeople, and reactions to store design (brightness and wall decor). The findings extend our understanding of body esteem and its effects, as well as our knowledge of the effects of the retail environment on consumer behavior. Specifically, the findings indicate that body esteem does influence shopping behavior, salesperson interactions, and motivations for shopping. In addition, I find that body esteem influences preferences for aspects of store design and interacts with the environment to determine behavior. Implications for better managing customer experiences are discussed.
[ to cite ]:
Elizabeth Miller (2008) ,"Body Esteem and Shopping Behavior", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 205-208.