Is beauty a premium? A study of the physical attractiveness effect in service encounters
Is beauty a premium? A study of the physical attractiveness effect in service encounters
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美貌是一种溢价吗？
DOI：
10.1016/j.jretconser.2019.04.016
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发表时间：
2019-09-01
影响因子：
10.4
通讯作者：
Laroche, Michel
中科院分区：
文献类型：
--
作者：
Li, Yaoqi;Zhang, Chun;Laroche, Michel
身体吸引力是消费者在服务过程中评价过程的一个重要因素。使用实验和实地研究设计，我们证明了服务代表的身体吸引力会影响消费者的反应（即，客户满意度、服务质量感知和服务代表的受欢迎程度）。此外，我们发现，消费者的社会距离感知自己和服务代表调解的物理吸引力对消费者的反应。因此，这篇文章是第一个证明社会距离知觉是身体吸引力效应的一个重要机制。此外，研究二和研究三的结果表明，消费者的身体吸引力和他们的吸引力能力信念的调节身体吸引力的效果。虽然有争议的一些，我们的研究结果表明，有吸引力的代表的招聘可能是一个有效的商业实践中的服务设置。然而，管理者不应该把消费者看作是一个同质的群体;自我感觉没有吸引力的消费者可能会对他们的服务代表的身体吸引力做出负面反应。
Physical attractiveness is an essential factor in consumers' evaluation processes during a service encounter. Using both experimental and field study designs, we demonstrate that a service representative's physical attractiveness affects consumer response (i.e., customer satisfaction, service quality perception, and likability of the service representative). Also, we find that a consumer's social distance perception between themselves and a service representative mediates the physical attractiveness effect on consumer response. Thus, this article is the first to demonstrate that social distance perception is an underlining mechanism of the physical attractiveness effect. Furthermore, findings from Studies 2 and 3 show that consumers' physical attractiveness and their attractiveness-ability belief moderate the physical attractiveness effect. Although contentious to some, our findings indicate that the recruitment of attractive representatives may be an effective business practice in service settings. However, managers should not regard consumers as a homogeneous group; self-perceived unattractive consumers may respond negatively to their service representative's physical attractiveness.