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.