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How context interferes with similarity-attraction between customers and service providers

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  • Arndt, Aaron D.
  • Karande, Kiran
  • Glassman, Myron

Abstract

According to the similarity-attraction effect, customers should prefer service providers who are perceived to be similar; yet cosmetic features such as visible tattoos are often prohibited in professional settings, suggesting that they do not provide an advantage for service providers. This research explores the extent to which contextual factors interfere with the similarity-attraction effect for any particular cosmetic feature. The findings of three experimental studies demonstrate that sharing a cosmetic feature with a customer is not enough to elicit the similarity-attraction effect; a shared cosmetic feature must also be (1) salient, (2) unique among a set of service providers, and (3) the only salient shared cosmetic feature. The implication is that the similarity-attraction effect will be over-estimated in controlled experiments that do not account for contextual information.

Suggested Citation

  • Arndt, Aaron D. & Karande, Kiran & Glassman, Myron, 2016. "How context interferes with similarity-attraction between customers and service providers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 294-303.
    • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:294-303
    DOI: 10.1016/j.jretconser.2016.04.014
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    References listed on IDEAS

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    3. Shao, Chris Y. & Baker, Julie A. & Wagner, Judy, 2004. "The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender," Journal of Business Research, Elsevier, vol. 57(10), pages 1164-1176, October.
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    Cited by:

    1. Fernandes, Teresa & Nettleship, Heather & Pinto, Luísa Helena, 2022. "Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Arndt, Aaron D. & Evans, Kenneth R. & Zahedi, Ziniya & Khan, Emmyrose, 2019. "Competent or threatening? When looking like a “salesperson†is disadvantageous," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 166-176.
    3. Pontes, Nicolas & Palmeira, Mauricio & Jevons, Colin, 2017. "Brand expertise and perceived consistency reversals on vertical line extensions: The moderating role of extension direction," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 209-218.
    4. Arndt, Aaron D. & Khoshghadam, Leila & Evans, Kenneth, 2020. "Who do I look at? Mutual gaze in triadic sales encounters," Journal of Business Research, Elsevier, vol. 111(C), pages 91-101.
    5. Mortimer, Gary & Weeks, Clinton S., 2019. "How unit price awareness and usage encourages grocery brand switching and expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 346-356.
    6. Amin, Mohammad Sakif & Arndt, Aaron D. & Tanner, Emily C., 2023. "Impact of stereotype threat on sales anxiety," Journal of Business Research, Elsevier, vol. 154(C).

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