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Initial impressions in the retail environment: A comparison of black and white perceptions
Author(s) -
Latour Michael S.,
Henthorne Tony L.,
Williams Alvin J.
Publication year - 1989
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.4220060407
Subject(s) - dyad , psychology , perception , white (mutation) , race (biology) , social psychology , cognition , advertising , business , sociology , gender studies , biochemistry , chemistry , neuroscience , gene
Initial impressions were found to form along well‐differentiated lines, namely race and/or sex, in a study involving 450 shoppers at several regional shopping malls. The role of initial impressions in cognitive formation towards retail salespeople was found to be significant. Significant differences were found to exist between members of differing races. A potential implication of the results of this study is a broadened view and heightened awareness of the role initial impressions play in the buyer‐seller dyad.