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Are You Less Likely to Buy From Someone Beautiful?

A recent study out of Australia concludes that young women are less likely to buy something if they think the sales people in the store are more beautiful than they.

Because women are "biologically competitive," says Bianca Price of the University of South Australia, these tentative shoppers perceive beautiful women as "direct social threats" even if the product has nothing to do with beauty. In the end, they would rather buy from someone "unattractive." (I wonder if this study informed the "unattractive" sales staff that they were part of some unflattering research!)

This conclusion, she continues, may contradict the success certain brands have when they get beautiful celebrities to endorse their product, but according to Price, "[w]omen may not consider celebrities a direct social threat, but they might consider the girl at their local shopping center to be one.”

So let me get this straight — women are biologically determined to be competitive with each other; women are so intimidated by beautiful women that they won't buy something from them; and if you're shopping, you're a woman, but if you're part of the sales staff, you're a "girl." I'm not buying it!

Image Source: Getty
Join The Conversation
darkangel7090 darkangel7090 7 years
If I want to buy something, then I will. I'm more inclined to make a purchase from the salesclerk that's really informative about the products I'm going to buy. Attractive vs. Non Attractive doesn't really figure in my equation. It's whether she knows what the Hell she's talking about.
hills hills 7 years
i def don't think women are biologically competitive, i think its the way society is that deems how we will mould....espeshially how we are brought up.....some people are more jelous than others because of our own insecurities, no i couldn't careless who's selling me something.....its not like i have to fight whoever's selling it to me and get all competitive about it.....
angelinemarie angelinemarie 7 years
no, if i want something i dont give a fuck whos selling it. thats just stupid
tlsgirl tlsgirl 7 years
Honestly, I find really gorgeous women pretty intimidating, so I would be more likely to buy from someone that I found more relatable, though not necessarily unattractive.
kurniakasih kurniakasih 7 years
No, since she's a sales associate. I don't care how a sales associate look like. I'm just more focused on the merchandise and of course the customer service. If she treats me nicely (like they're supposed to anyway :) ), and is helpful, I'd definitely buy the merchandise (assuming that it's what I want) from her. If she treats me like crap, of course I'd go to another store.
Muirnea Muirnea 7 years
I don't think any of us can really answer this. It seems like the study was about something we do unconsciously. It's not like women go into a store and think "whoa, that is one ugly salesgirl, I'm totally buying that purse from here". So we can't answer it b/c (it seems to me at least) that the whole basis of the study is us not knowing we are doing it.
Marci Marci 7 years
I'm in the category of only dealing with sales staff when I absolutely have to.
Pistil Pistil 7 years
I prefer not to deal with sales staff unless I have to. Their attractiveness doesn't necessarily play a role in my purchase, but some people can seem patronizing or intimidating, in which case I won't be as inclined to spend time at the store. They may or may not be attractive.
Daisy-Duke Daisy-Duke 7 years
I might be more inclined to buy something from someone that is attractive. I think, heck, if it works for them, it might work for me! I'm a sucker.
genesisrocks genesisrocks 7 years
I tend to disregard salespeople because otherwise I'll feel guilty if I don't buy something. The only time I talk to a salesperson is when I have to because the item's expensive (ex- car or macbook) and even then I figure out what I want before I talk to them.
kulikuli kulikuli 7 years
Personally i'd rather not deal with a sales person at all unless i need help. And i agree with Sofi NJ on her comment, if they were selling skin care products and their skin did not look at all flattering, wouldn't kinda make you weary of the product. That being said, clothes, make-up, etc.... what does me buying my product have to do with them. I could care less whether i think their attractive or not when i'm making my purchase. Besides, who tested these "attractive associates" and "not attractive", attraction and looks are in the eye of the beholder, so idk how ppl come up with these universally classified attractive sales associates. Maybe the few "attractive women" they picked were also very overconfident, which came off as rude or condescending when some ppl bought from them. There are so many factors other than just pretty and not pretty ppl.
sofi-nj sofi-nj 7 years
Depending on the product I might actually be more inclined to buy from an attractive person, like if they have great skin and are selling skin care, etc. But for the most part I don't think it would matter, as long as the salesperson is helpful and not pushy or rude it's all good!
dancinlaughin01 dancinlaughin01 7 years
i think women and men are both competitive. women compete with other women for male attention and males compete with other males for females. i personally could care less what the sales associate looks like.
Ac2366 Ac2366 7 years
I buy what I want. The only thing I think about when it comes to sales people is whether or not they are helpful.
GlowingMoon GlowingMoon 7 years
I don't think so. Truthfully, this is the first time I heard of women being called "biologically competitive." I've always thought males were the competitive ones, and the females were the ones being pursued (being competed for). Interesting.
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