Show simple item record

Files in this item


Item metadata

dc.contributor.authorBaumann, Chris
dc.contributor.authorTimming, Andrew Richard
dc.contributor.authorGollan, Paul
dc.identifier.citationBaumann , C , Timming , A R & Gollan , P 2016 , ' Taboo tattoos? A study of the gendered effects of body art on consumers' attitudes toward visibly tattooed front line staff ' , Journal of Retailing and Consumer Services , vol. 29 , pp. 31-39 .
dc.identifier.otherPURE: 229618169
dc.identifier.otherPURE UUID: 9b8418d0-55bf-4fe0-a50a-eea0dfb88324
dc.identifier.otherScopus: 84951265745
dc.identifier.otherWOS: 000370754600004
dc.description.abstractThe purpose of this experiment is to examine the gendered effects of body art on consumers’ attitudes toward visibly tattooed employees. We analyse the reaction of 262 respondents with exposure to male and female front line staff in two distinct job contexts: a surgeon and an automobile mechanic. The results demonstrate differences on three dimensions: a) job context, b) sex of face and c) stimulus (i.e., tattooed or not). We demonstrate significant interaction effects on those three dimensions, and our findings point to the intersectionality of gender-based and tattoo-based discrimination. Consumers have a negative reaction to body art, but perceptions of tattoos on male and female front line staff differ significantly. A key marketing challenge is how to balance employees’ individual rights to self-expression and at the same time cater to consumers’ expectations regarding appearance of staff. Our study forms the basis for this debate that is only just emerging.
dc.relation.ispartofJournal of Retailing and Consumer Servicesen
dc.rightsCopyright © 2015 Elsevier Ltd. All rights reserved. This work is made available online in accordance with the publisher’s policies. This is the author created, accepted version manuscript following peer review and may differ slightly from the final published version. The final published version of this work is available at:
dc.subjectBody arten
dc.subjectFront line staffen
dc.subjectBF Psychologyen
dc.subjectHF Commerceen
dc.titleTaboo tattoos? A study of the gendered effects of body art on consumers' attitudes toward visibly tattooed front line staffen
dc.typeJournal articleen
dc.contributor.institutionUniversity of St Andrews.School of Managementen
dc.description.statusPeer revieweden

This item appears in the following Collection(s)

Show simple item record