| Summary: | 碩士 === 中國文化大學 === 國際企業管理學系碩士在職專班 === 103 === We all know that physically attractive persons benefit from their attractiveness in a wide range of various situations. However is physical attractiveness biased? This study examined effect of customer's bias and hesitation toward salesperson Physical attractiveness from a customer's viewpoint. This research is semi-experimental investigation. The survey 1050 questionnaires, using the internet and paper questionnaire of subjects who are over 18 years old, have talked to salesperson in recently one month and have made cosmetic surgery, were issued, 603 of them were valid questionnaires. All participants reviewed photographs of attractive and unattractive men and women. Afterwards participants gave them a score to decision whether they were a beauty industry's salesperson or not, score from 1 to 5, lower score more prejudiced.The result show that the current research seeks to uncover situations in which salesperson's appearance might play an important role in consumer's decision and hesitation, and also empirical finding reveal that the significantly effect of between attractiveness bias and customer's hesitation.
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