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

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.

Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 576-577.