Executive summary of “Consumer perceptions of salesperson gender and credibility: an evolutionary explanation”

Citation

(2014), "Executive summary of “Consumer perceptions of salesperson gender and credibility: an evolutionary explanation”", Journal of Consumer Marketing, Vol. 31 No. 3. https://doi.org/10.1108/JCM-04-2014-0934

Executive summary of “Consumer perceptions of salesperson gender and credibility: an evolutionary explanation”

Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 31, Issue 3

This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.

It has been shown in several studies that similarity between salesperson and consumer has a positive impact on the latter’s purchase behavior. Comparability in terms of gender, race and age appears to make individuals more accepting of and responsive to information that they are given.

There is consequently a body of literature which proposes that customers prefer to be served by people of their own sex. It is alleged that the greater sense of comfort experienced in such situations results in “positive reinforcement”.

Scholars suggest that homophily might explain why the effect is positive in these situations. This theory purports that similarity is an accurate predictor of success in various contexts such as choosing a marriage partner. Personality traits might account for the compatibility and online dating organizations are said to match potential couples on this basis. Homophily related to communication suggests that similarity between source and recipient typically results in the message being more persuasive. Likeness could be “real or perceived” and based on certain “demographic or attitudinal” factors.

Central to this notion is the assumption that being alike makes people likelier to share “common beliefs and mutual understanding”. Thus, communication demands less effort than when it takes place between people who are clearly different from each other.

In essence, there are fundamental reasons for assuming that female customers would usually respond more positively to female salespersons than to males. An expectation that their needs can be better met is one reason for this belief. However, the possibility exists that the favorability of any reaction could depend on the context involved.

The purchase of cosmetics and other appearance-enhancing products has attracted considerable research attention. It is logical to assume that females would relate better to female salespersons because of an expectation of superior knowledge about such items compared to males. However, where such “gender-specific” cosmetic products are concerned, the possibility exists for the influence of homophily on purchase intention to be unfavorable.

In these circumstances, the impact on purchase behavior might be more positive when the salesperson is male. The argument for what is termed “heterophily” is grounded in the reproduction aspect of evolutionary psychology. Academics subscribing to this view contend that female consumers buying beauty products could possibly regard a female salesperson as a rival in the mating game. And since the customer is likewise viewed as a “sexual competitor” by the female salesperson, being charged with helping the prospective buyer to increase her attractiveness means that a serious conflict of interests arises. It could be argued that some individuals might be motivated to provide the customer with misleading advice in this situation.

Heterophily in the buyer – seller exchange appears to be gaining in popularity. Male salespersons are increasingly being employed by a growing number of cosmetics firms in Hong Kong and other places. The evolutionary perspective points to the fact that males do not represent a threat to the desires of female customers to attract a mate. Consequently, they are deemed reliable information sources and this increases their positive influence on the purchase behavior of female customers in this particular context.

The theory of evolution offers further explanation as to the appeal of male salespeople to women customers. Increasing their appeal as a potential mate is regarded as a prime reason why females put considerable emphasis on improving their appearance. And because physical attractiveness in women is one of the main criteria for males seeking a mate, they are seen as ideally positioned to offer advice on cosmetics.

It is also posited that people will react more favorably to a salesperson when they are perceived as a credible information source. Considerable research exists in this area, and trustworthiness, expertise and attractiveness are widely identified as credibility components. Customers must trust the salesperson to give them information that is objective to reduce any risks associated with the purchase. Evidence shows that customers who regard a salesperson as an expert are likelier to heed the advice given. Perceived expertise in cosmetics depends considerably on what information the salesperson provides. The importance of physical attractiveness is illustrated by the prevalence of good-looking models in advertisements. People often assume that physical attractiveness equates with intelligence and competence. Some studies have found that attractive people can be more persuasive and have a greater effect on purchase intention.

Prendergast et al. explore these issues in two studies. The first involves an experiment conducted in Hong Kong with 141 women respondents aged > 15 years. Questionnaires presented related to an imaginary cosmetics treatment from either a male or female salesperson in a cosmetics store. Expertise, trustworthiness and attractiveness were manipulated so that only gender differed. Subsequent questions related to salesperson credibility and purchase intention towards him or her.

Results showed that purchase intention was higher when salespeople were male. Trustworthiness and attractiveness to female customers were the main reasons for this indication that salesperson gender is significant.

For the second study, the authors questioned 12 Hong Kong females who had been served by a male salesperson in a cosmetics shop. The phenomenological approach aimed to ascertain these customers’ thoughts and feelings about their experience. Participants reported:

• They used cosmetics to enhance their attractiveness and better compete with other females in seeking male attention.

• Male salespeople’s credibility, professionalism, sensitivity to client needs and sound understanding of female beauty, although they were not seen as skilled in applying cosmetics.

• A sense of reluctance and shyness when first encountering male salespeople, especially attractive ones. Experience and salesperson ability to provide valuable advice helped to appease these feelings, although some degree of uncertainty remained when these customers were on their own rather than with friends.

The authors advocate the use of male salespeople in shops selling cosmetics to females. Respondents in both studies commented on the trustworthiness and attractiveness of male salespersons, but not their expertise. Prendergast et al. thus recommend that training activities focus on improving perceptions of expertise.

Another observation is the need for persistence and patience when retailers use male salespeople. Evidence suggests that the early hesitance reported by female clients is mistakenly deemed to be permanent in some cosmetics stores.

It is possible that the indications of this work could be applicable to other products females consume to increase their appearance in order to appeal more to males. Fashion is one area where male salespeople could therefore positively affect purchase intention. By the same token, it is mooted that female salespeople might be best positioned to sell products to males which help indicate financial status. Females may be more alert to the ‘wealth-signaling abilities’ of these products.

The fictitious nature of the treatments and salespeople in the experimental study are acknowledged as limitations likely to affect the wider applicability of findings. Likewise, the authors recognize that results in the phenomenological study might be influenced by the cultural setting. Further study in other locations and involving different beauty-enhancement products is therefore advised.

To read the full article enter 10.1108/JCM-09-2013-0695 into your search engine.

(A précis of the article “Consumer perceptions of salesperson gender and credibility: an evolutionary explanation”. Supplied by Marketing Consultants for Emerald.)