We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Shopping under the Influence: Nonverbal Appearance-Based Communicator Cues Affect Consumer Judgments.
- Authors
Bashir, Nadia Y.; Rule, Nicholas O.
- Abstract
ABSTRACT Researchers have conducted much work to examine the influence of advertising, branding, product appearance, and store layout on consumer judgments in retail contexts. Very limited research, in comparison, has assessed the impact of nonverbal employee cues on retail communication. The present work therefore examined the influence of nonverbal, dominance-related communicator cues on perceivers' judgments of information delivered by the communicator. Specifically, this research assessed the impact of communicator clothing color (Studies 1a-1c) and facial width-to-height ratio (Study 2) on perceived information accuracy. Perceivers judged the information presented by the communicator to be more accurate when the communicator (a) was wearing red rather than white or blue, or (b) possessed a high versus low facial width-to-height ratio. Thus, although explicit information in the retail environment undoubtedly affects consumers' judgments, they may also be influenced by more subtle cues.
- Subjects
NONVERBAL cues; RETAIL stores -- Social aspects; NONVERBAL communication; CONSUMER research; JUDGMENT (Psychology)
- Publication
Psychology & Marketing, 2014, Vol 31, Issue 7, p539
- ISSN
0742-6046
- Publication type
Article
- DOI
10.1002/mar.20715