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Judging by the wristwatch: Salespersons’ responses to status signals and stereotypes of luxury clients

Archive ouverte : Article de revue

Cervellon, Marie-Cécile | Poujol, Fanny-Juliet | Jr, John F. Tanner

Edité par HAL CCSD ; Elsevier

International audience. This paper investigates how the activation of a customer stereotype affects salespersons' interpersonal orientation in the context of luxury car purchases. The results of three complementary studies (observation in-situ, survey among luxury car clients, lab-experiment among apprentice-salespeople) indicate that status trumps gender; Gender-stereotypes are activated only when status is not, indicating the expectancy-based nature of sales stereotyping. Our research highlights the mechanism that leads to privileged behaviors: salespeople attribute a higher purchase budget to clients with visible signs of status. Addressing changes in customer orientation is particularly important in luxury retail settings where service excellence is a priority.

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