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It grows on you: Perceptions of sales/service personnel with facial hair

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  • Mittal, Sarah
  • Silvera, David H.

Abstract

Service and sales personnel researchers have long been interested in the effects of physical appearance on sales and service outcomes. In the current work, we examine a specific physical feature—facial hair. Interestingly, evolutionary psychologists have found that facial hair does not consistently increase perceived attractiveness (Dixson & Vasey, 2012; Dixson, Vasey, & Brooks, 2013), but it does serve as an indicator of masculine traits. The present research examines how males with beards are perceived in a sales/service specific context. We present five studies, in which the power of the beard (versus other facial hair styles or no hair) is evident. Sales personnel with a beard are perceived as having more expertise across various industries; furthermore, increased perceptions of expertise predict higher ratings of trustworthiness and, subsequently, increase consumers’ purchase likelihood.

Suggested Citation

  • Mittal, Sarah & Silvera, David H., 2021. "It grows on you: Perceptions of sales/service personnel with facial hair," Journal of Business Research, Elsevier, vol. 132(C), pages 604-613.
    • Handle: RePEc:eee:jbrese:v:132:y:2021:i:c:p:604-613
    DOI: 10.1016/j.jbusres.2020.11.031
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    References listed on IDEAS

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    1. Kennedy, Mary Susan & Ferrell, Linda K. & LeClair, Debbie Thorne, 2001. "Consumers' trust of salesperson and manufacturer: an empirical study," Journal of Business Research, Elsevier, vol. 51(1), pages 73-86, January.
    2. Barnaby J. Dixson & Paul L. Vasey, 2012. "Beards augment perceptions of men's age, social status, and aggressiveness, but not attractiveness," Behavioral Ecology, International Society for Behavioral Ecology, vol. 23(3), pages 481-490.
    3. Sung-Bum Kim & Seunghwan Lee & Dae-Young Kim, 2018. "The effect of service providers’ facial hair on restaurant customers’ perceptions," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 277-303, June.
    4. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
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    1. Thomas, Veronica L. & Bock, Dora E. & Mangus, Stephanie M. & Mohammadi, Setare, 2024. "Wearing your success on your sleeve: How salesperson luxury brand consumption affects consumers’ perceptions," Journal of Retailing, Elsevier, vol. 100(4), pages 532-548.
    2. Zhang, Ning & Fan, Xing & He, LiFeng & Cheng, Xin & Zhang, Liang & Liu, Rong, 2024. "The impact of the Seller's facial image on consumer purchase behavior in peer-to-peer accommodation platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).

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