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

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).


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.


Natalie Truong, Nanyang Technological University, China
Jennifer Argo, University of Alberta, Canada
George Christopoulos, Nanyang Technological University, China


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


How Residential Mobility Influences Donations

Yajin Wang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA
Xiaolin Li, University of Texas at Dallas, USA
Nicole Kim, University of Maryland, USA

Read More


“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

Read More


Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.