You’Re Cramping My Style: When Employee Appearance Leads to “Bad” Consumer Choices

Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA
Nancy Sirianni, Arizona State University, USA
Iana Castro-Nelson, Arizona State University, USA
This research examines the priming influence that employee appearance can exert on consumer choices and provides the first examination of how this influence impacts the downstream consequences of those choices, including a surprising increase in decision regret when employee appearances are noticeably different from those of consumers.
[ to cite ]:
Andrea Morales, Gavan Fitzsimons, Nancy Sirianni, and Iana Castro-Nelson (2011) ,"You’Re Cramping My Style: When Employee Appearance Leads to “Bad” Consumer Choices", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.