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Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients

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  • Cervellon, Marie-Cécile
  • Poujol, Juliet F.
  • Tanner, J.F.

Abstract

This paper investigates how the activation of a customer stereotype affects salespersons’ interpersonal orientation in the context of luxury car purchases. The results of three complementary studies (observation in-situ, survey among luxury car clients, lab-experiment among apprentice-salespeople) indicate that status trumps gender; Gender-stereotypes are activated only when status is not, indicating the expectancy-based nature of sales stereotyping. Our research highlights the mechanism that leads to privileged behaviors: salespeople attribute a higher purchase budget to clients with visible signs of status. Addressing changes in customer orientation is particularly important in luxury retail settings where service excellence is a priority.

Suggested Citation

  • Cervellon, Marie-Cécile & Poujol, Juliet F. & Tanner, J.F., 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 191-201.
    • Handle: RePEc:eee:joreco:v:51:y:2019:i:c:p:191-201
    DOI: 10.1016/j.jretconser.2019.04.013
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