Physical Attractiveness on Cognitive Evaluations of Saleswomen’s Performance

Abstract

The present study examines the role of physical attractiveness in the causal attribution process of saleswomen’s performance. Sex-role stereotyping and attribution theory provide the theoretical framework for examining the influence of physical attractiveness in the evaluation process. Specifically, we develop hypotheses of how physical attractiveness, sex role stereotyped products and performance information affect: (I) causal attributions used to explain saleswomen’s performance, (2) expectations for future performance, and (3) decision confidence. Contrary to the practitioner literature, our experimental results support recent research showing that physical attractiveness plays a limited role in evaluator causal attributions and expectations for future performance of saleswomen. However, physical attractiveness appears to have a significant influence on evaluator decision confidence.

Additional information

Notes on contributors

James C. McElroy

James C. McElroy (Ph.D., Oklahoma State University) is professor of management at Iowa State University. He has published in numerous management and marketing journals including the Journal of Marketing, Journal of Personal Selling and Sales Management, Journal of Applied Psychology, Academy of Management Journal, Academy of Management Review, Journal of Management, Basic and Applied Social Psychology, and Organizational Behavior and Human Performance.

Thomas E. DeCarlo

Thomas E. DeCarlo (Ph.D., University of Georgia) is associate professor of marketing at Iowa State University. His publications have appeared in journals such the Journal of Marketing, Journal of Personal Selling and Sales Management, Journal of Marketing Theory and Practice, Industrial Marketing Management, Journal of Services Marketing, among others. His research interests include selling and sales management and word-of-mouth communication.