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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
Featured
G12. The Effect of (Non-)appetizing Ambient Scents on Consumers’ Affinity Toward Vices and Virtues in the Retail Environment
Corinne M Kelley, Florida State University
Anders Gustafsson, Karlstad University
Poja Shams, Karlstad University
Martin Mende, Florida State University
Maura Scott, Florida State University
Featured
R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual
Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong