When and how does sales manager physical attractiveness impact credibility: A test of two competing hypotheses

Physical attractiveness has been described as a “beauty premium.” Research shows that for leaders, attractiveness is associated with both personal and professional benefits. However, sales research has yet to investigate manager attractiveness. Here, we examine whether and how manager physical attractiveness influences salespeople's perceptions of manager credibility. Using signaling theory, we argue that physical attractiveness is an affect-based signal that induces an emotional connection with the signaler (i.e., manager) ultimately impacting credibility. However, competing theoretical explanations indicate that these relationships are contingent on salesperson experience. Particularly, does manager physical attractiveness matter more to inexperienced or experienced salespeople as it relates to credibility? Interestingly, our findings indicate that experienced salespeople rely more on manager physical attractiveness than their inexperienced colleagues do when assessing manager credibility. We also provide support that affective commitment is the mechanism through which attractiveness influences credibility. These findings suggest that physical attractiveness is an actionable managerial tool.