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

Author

Listed:
  • Marie-Cécile Cervellon

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Fanny-Juliet Poujol

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • John F. Tanner Jr

    (ODU - Old Dominion University [Norfolk])

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

  • Marie-Cécile Cervellon & Fanny-Juliet Poujol & John F. Tanner Jr, 2019. "Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients," Post-Print hal-03122118, HAL.
    • Handle: RePEc:hal:journl:hal-03122118
    DOI: 10.1016/j.jretconser.2019.04.013
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-03122118
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    References listed on IDEAS

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