Salesperson Attractiveness and Consumers’ Bargaining Behavior: the Moderating Role of Salary Contribution

Apiradee Wongkitrungrueng, Sasin Graduate Institute of Business Administration of Chulalongkorn University, Thailand
Sankar Sen, Zicklin School of Business, Baruch College, CUNY, USA
This paper examines the relationship between salesperson’s attractiveness and consumers’ bargaining behavior and shows that the extent to which salesperson's salary is perceived to contribute to price is a moderator to such relationship. In the high salary contribution condition, participants made a lower counteroffer to the attractive than unattractive salesperson. The reverse was true for the low salary contribution. We found that high salary contribution led to higher perceived price and lower evaluative ratings of attractive salesperson which can explain the interative result. This finding contributes to the attractiveness and seller-buyer interaction, showing adverse effects of attractiveness under certain condition.
[ to cite ]:
Apiradee Wongkitrungrueng and Sankar Sen (2012) ,"Salesperson Attractiveness and Consumers’ Bargaining Behavior: the Moderating Role of Salary Contribution ", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , Duluth, MN : Association for Consumer Research, Pages: 432-434.