Do diverse frontline employees make a difference in customers' self-concept and store attitude? The role of diversity in body size and ethnicity

Abstract

Purpose

Addressing stigmatized identity threat cues customers experience, this study aimed to uncover the effects of frontline employees' ethnic and body-size diversity which lead to customer self-objectification and negative store attitude.

Design/methodology/approach

The researchers conducted two studies: Study 1 utilized a one-way ANOVA and a PROCESS mediation model to test the effect of Western beauty-ideal stereotypes on stigmatized identity threat and self-objectification. Study 2 utilized a 2 × 2 experimental design to examine the effects of body-size diversity and ethnic diversity on perceived warmth of sales associates and store attitude.

Findings

Results demonstrate that retail store environments which present Western beauty-ideal stereotypes among sales associates cultivate higher levels of stigmatized identity threat cues with their customers, which leads to self-objectification. Also, our findings demonstrated that a lack of ethnic and body-size diversity (i.e. thin and White) among sales associates decreased the perceived sales associate warmth and in turn lowered store attitude.

Research limitations/implications

Participants of the first study were limited by the White participants. The implications highlight the integral need for retailers to hire sales associates who fall outside the parameters of typical Western beauty standards because today's customers desire inclusive brands who do not discriminate based on ethnicity, body size and other characteristics.

Originality/value

This research utilized social identity theory to uncover the effect of retail sales associate stereotype on customer perception of employees, which has not to our knowledge been previously studied.

Citation

Jones, D. and Lim, H. (2023), "Do diverse frontline employees make a difference in customers' self-concept and store attitude? The role of diversity in body size and ethnicity", Journal of Fashion Marketing and Management, Vol. 27 No. 6, pp. 925-943. https://doi.org/10.1108/JFMM-08-2021-0206