Smile! Earn my Money: Effects of Seller´s Smile on Consumer Behavior in Retail Stores

Resumo

Track: Human Resources in Retail Organizations: leadership and organizational culture, training/ qualification / turnover

Abstract

The main objective of this article is to analyze the effect of seller´s smile on consumer behavior in retail stores. Seven experiments composed by a total of 412 consumers were performed. We found evidence that seller´s smile has significant effect on consumer´s perception about the seller and product´s price. Five hypotheses were corroborated and shed light on theoretical and managerial perspectives.

Keywords: retail, smile, consumers, price, sellers