One study, conducted by researchers at the University of South Florida, found that female consumers who interacted with an attractive male clerk experienced an increase in self-esteem. This effect was particularly strong for women who were low in self-esteem to begin with. The researchers suggested that the attractive clerk may have served as a source of social comparison, making the women feel more positive about themselves.
However, another study, conducted by researchers at the University of Texas at Austin, found that male consumers who interacted with an attractive female clerk experienced a decrease in self-esteem. The researchers suggested that the attractive clerk may have made the men feel inadequate in comparison.
These findings suggest that the impact of clerks' physical attractiveness on consumer self-esteem may depend on a number of factors, including the gender of the consumer, the self-esteem of the consumer, and the nature of the interaction with the clerk.
In the context of store brands, it is possible that having good-looking clerks could have both positive and negative effects on consumer self-esteem. On the one hand, attractive clerks could make consumers feel more positive about themselves, which could lead to increased purchases of store brands. On the other hand, attractive clerks could also make consumers feel inadequate, which could lead to decreased purchases of store brands.
Ultimately, the decision of whether or not to have good-looking clerks wear store brands is a complex one that should be carefully considered by retailers. There are a number of factors to take into account, including the target market, the store's image, and the overall shopping experience that the retailer wants to create.
