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“I’ll wait for him†: Understanding when female shoppers prefer working with gay male sales associates

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  • Rosenbaum, Mark S.
  • Russell, Eric M.
  • Russell-Bennett, Rebekah

Abstract

This article explores an under-researched area in retailing; namely, straight female shoppers’ preferences for working with gay male sales associates. Study 1 employs qualitative methodology to show that female shoppers often prefer working with gay male sales associates when they are older or heavier than female sales associates. Study 2 employs experimental methodology to show that female shoppers desire to work with gay male associates more than their straight male counterparts when they are purchasing merchandise requiring non-sexual intimacy, such as apparel and cosmetics. The results should help retailers understand why many female shoppers willingly, and comfortably, work with gay male sales associates and the role of gay associates in various retail departments.

Suggested Citation

  • Rosenbaum, Mark S. & Russell, Eric M. & Russell-Bennett, Rebekah, 2017. "“I’ll wait for him†: Understanding when female shoppers prefer working with gay male sales associates," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 172-179.
    • Handle: RePEc:eee:joreco:v:36:y:2017:i:c:p:172-179
    DOI: 10.1016/j.jretconser.2017.02.004
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    References listed on IDEAS

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    1. Orth, Ulrich R. & Bouzdine-Chameeva, Tatiana & Brand, Kathrin, 2013. "Trust during retail encounters: A touchy proposition," Journal of Retailing, Elsevier, vol. 89(3), pages 301-314.
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    5. Rosenbaum, Mark S. & Russell-Bennett, Rebekah & Drennan, Judy, 2015. "Commercial friendships between gay sales associates and straight female customers in luxury settings: A proposed theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 179-186.
    6. Jacob, Céline & Guéguen, Nicolas & Martin, Angélique & Boulbry, Gaëlle, 2011. "Retail salespeople's mimicry of customers: Effects on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 381-388.
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    Cited by:

    1. Rosenbaum, Mark S. & Ramirez, Germán Contreras & Kim, Kathy (Kawon), 2021. "From overt to covert: Exploring discrimination against homosexual consumers in retail stores," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Karpinska-Krakowiak, Malgorzata, 2021. "Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Torres de Oliveira, Rui & Indulska, Marta & Steen, John & Verreynne, Martie-Louise, 2020. "Towards a framework for innovation in retailing through social media," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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