Gender, ethnic identity and patronage likelihood for a unisex hair salon

Abstract

Purpose

The purpose of this paper is to examine whether young consumers, growing up during a time of cultural hybridization and at a time when the unisex hair salon has proliferated, will exhibit segments in their patronage likelihood toward a unisex hair salon staffed by young, white women. Based on social identity theory and the similarity‐attraction principle, it was hypothesized that identity groups (white men, white women, non‐white men, non‐white women) would differ in patronage likelihood toward a unisex hair salon with an all‐white, female staff. Further, based on prior qualitative research of African‐American barbershops, it was proposed that non‐white men would prefer a male haircutter.

Design/methodology/approach

A convenience sample of 190 university students was obtained, self‐categorized into the four identity groups. Respondents reported their perceptions of a unisex hair salon presented in text and photo‐collage format. Responses were analyzed with the Kruskal‐Wallis H test, a non‐parametric analogue to one‐way ANOVA.

Findings

Compared to other groups, non‐white men reported significantly lower patronage likelihood and image congruence for the described unisex salon. Also, the non‐white male group was unique in having a strong preference for a male barber/stylist.

Research limitations/implications

The non‐white male group was largely composed of a single ethnic minority and the perceptions of this group may not represent those of other minorities.

Originality/value

The idea that gender and ethnic identity of the servicescape affects consumer approach and avoidance behavior has not been well researched. The paper's findings suggest that if a unisex hair salon wishes to attract a non‐white male clientele, the salon should have at least one non‐white male service provider on staff.

Citation

Dean, D.H. (2012), "Gender, ethnic identity and patronage likelihood for a unisex hair salon", Young Consumers, Vol. 13 No. 2, pp. 124-135. https://doi.org/10.1108/17473611211233468