Salesperson Gender Follows Brand Gender

Abstract

This chapter explores whether salesperson’s (SP) gender follows brand gender. The theory of behavioral branding postulates that a congruence between employees and brands maximizes positive brand perception. This assumption was tested in several studies. One used fictitious brands to avoid bias effects from famous and well-known brands. It became apparent that female SPs were chosen more frequently for feminine products and male SPs were chosen more frequently for masculine products. Four portraits, two with females and two with males, were rated for their physical, task, and social attractiveness. Then, for 64 well-known brands, brand genders were assessed, and survey participants chose the SP portrait they thought would best match the brand. The assumption was supported that the more a brand was masculine or feminine, the more male or female SPs, respectively, would be chosen. Categorizing the brands as androgynous, feminine, masculine, or undifferentiated resulted in respondents choosing the most attractive SP for the androgynous brands. Female participants showed balanced choice behavior across task and social attractiveness. Male participants, however, preferred male SPs who were task but not socially attractive and female SPs who were socially but not task attractive. Male participants were oriented toward female SPs with high physical attractiveness, particularly when task attractiveness was low. When physical attractiveness was low, male participants preferred male SPs, particularly when task attractiveness was high.