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Sales associate's appearance: Links to consumers’ emotions, store image, and purchases

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  • Kim, Jae-Eun
  • Ju, Hae Won
  • Johnson, Kim K.P.

Abstract

Within the context of S–O–R framework, we examined whether consumers linked aspects of sales associate's appearance to their emotions, to the store's image, and to their purchases. Data was collected from undergraduates (n=65). Participants were asked to complete a questionnaire immediately after completing a shopping trip for apparel, shoes, or accessories in a specialty or department store. Participants noted being influenced by associate's appearance as reflected in their appearance-oriented comments and their evaluative comments. Associate appearance cues referenced by participants varied depending on whether participants were asked about their emotions, store image, or their purchases.

Suggested Citation

  • Kim, Jae-Eun & Ju, Hae Won & Johnson, Kim K.P., 2009. "Sales associate's appearance: Links to consumers’ emotions, store image, and purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 407-413.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:5:p:407-413
    DOI: 10.1016/j.jretconser.2009.06.001
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    References listed on IDEAS

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    1. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    2. Shao, Chris Y. & Baker, Julie A. & Wagner, Judy, 2004. "The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender," Journal of Business Research, Elsevier, vol. 57(10), pages 1164-1176, October.
    3. Babin, Barry J. & Babin, Laurie, 2001. "Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value," Journal of Business Research, Elsevier, vol. 54(2), pages 89-96, November.
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    Cited by:

    1. Pantano, Eleonora & Viassone, Milena, 2015. "Engaging consumers on new integrated multichannel retail settings: Challenges for retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 106-114.
    2. Mirza Mohammad Didarul Alam & Nor Azila Mohd Noor, 2020. "The Relationship Between Service Quality, Corporate Image, and Customer Loyalty of Generation Y: An Application of S-O-R Paradigm in the Context of Superstores in Bangladesh," SAGE Open, , vol. 10(2), pages 21582440209, May.
    3. Baker, Thomas L. & Meyer, Tracy, 2012. "Moderating effect of discriminatory attributions on repatronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 211-217.

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