Perceptions of Salespersons' Appearance and Evaluation of Job Performance

Abstract

This experimental study was designed to examine social perceptions and attitudes about nonobese and obese salespeople. Specifically, it focused on subjects' desire to work with nonobese and obese salespeople, and it also investigated subjects' evaluations of the effectiveness of these salespersons' job performance. The data indicate that subjects' evaluations of obese salespeople were influenced by negative stereotypes of obese people and that these unfavorable perceptions diminished their desire to work with them and led to a belief that these persons would be less effective in their jobs than nonobese salespersons. Sex differences in subjects' responses are noted, and implications regarding consumers' decision making are discussed.