Beautify Persuasion Transactions

People are generally more likely to be persuaded when the face-to-face influence agent is good-looking. Handsome solicitors for charitable contributions collect more money. Beautiful store salespeople produce bigger market basket totals. Political candidates whose facial features are symmetrical are more likely to garner votes for themselves and for their causes.
     A team from America’s University of Dayton, Canada’s Concordia University, and China’s Sun Yat-sen University verified how a service representative’s physical attractiveness boosts consumer satisfaction, service quality perception, and likeability of the representative. In combination, these should lead to more repeat business. The scenarios used in the studies were a restaurant and an airport, with the attractiveness of the service provider varied.
     Encourage your workers to maintain their physical attractiveness. Charity solicitors or store salespeople don’t need to be real knockouts, though. Researchers at University of Western Australia find that human faces incorporating a typical appearance for a culture are likely to be judged as beautiful by people in that culture. This is because what is average is more familiar to us, and familiarity is comforting. In fact, the mechanism behind the beauty premium effect is that people consider themselves to be socially closer to others who look attractive. We want, and therefore tend to consider, good looking individuals to be trustworthy members of our in-group.
     Too much beauty can intimidate consumers. Studies find that shoppers who perceive themselves as being unattractive can respond negatively to salesperson beauty. In-store shoppers for appearance-oriented products compare themselves to how others in the store look. If the comparison comes across with the shopper thinking they end up on the short end, the chance of you making a sale drops.
     This idea is true not only about the clerks. When a female store mannequin looks unattainably gorgeous, women who have doubts about their attractiveness feel threatened, with the result that they criticize the product the mannequin displays.
     The researchers at University of Alberta and University of British Columbia who saw this happen also observed a similar effect in men. In this case, one explanation is that the fellows felt disturbed that they’d not be able to hold the attention of a real woman who was so attractive. Another explanation is that an attractive female mannequin stimulates in men the general idea of how society casts judgments based on physical appearance. Suggested remedies include masking the faces of mannequins or even using headless bodies.

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Mobilize Your In-Store Erotic Capital
Anticipate Aesthetics Avoidance
Mask Those Gorgeous Mannequins
Look Out for Ugly Shoppers!