Premium
Attractive Chameleons Sell: The Mimicry‐Attractiveness Link
Author(s) -
Kulesza Wojciech,
Szypowska Zofia,
Jarman Matthew S.,
Dolinski Dariusz
Publication year - 2014
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20716
Subject(s) - mimicry , attractiveness , nonverbal communication , psychology , marketing , context (archaeology) , service (business) , advertising , customer satisfaction , gesture , business , communication , computer science , ecology , paleontology , psychoanalysis , biology , computer vision
The present research explored the effects of nonverbal mimicry behavior and mimicker attractiveness in a natural retail context. A 3 (nonverbal mimicry, nonmimicking, antimimicry) × 2 (attractive salesperson, attractiveness control) design was used to study the effects of different combinations of these variables on female customers’ ( N = 150) purchases, customer service ratings, and plans to return to the store. Results showed that customers spent the most and had the highest customer service ratings when they interacted with a salesperson who was both attractive and mimicking them. When the salesperson, however, was less attractive and engaged in the opposite gestures as the customer, it corresponded with substantially lower customer service ratings and a tendency to not wish to return to the store. The theoretical and practical implications of these findings for mimicry and attractiveness in a retail environment are discussed.