Service Employee Nonverbal Sexual Signals As a Predictor of Consumer Word-Of-Mouth Intentions: a Caribbean Perspective

Little empirical research exists on the marketing implications of heterosexual consumers' interactions with frontline service employees displaying nonverbal homosexual signals. We find that heterosexual consumers are less likely to transmit positive word-of-mouth information when the employee is perceived as homosexual. This effect is moderated by consumer-employee gender similarity.

Citation:

Cherisse Permell-Hutton and Tobago Barney G. Pacheco (2017) ,"Service Employee Nonverbal Sexual Signals As a Predictor of Consumer Word-Of-Mouth Intentions: a Caribbean Perspective", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 97-98.