Customers' choice of a salesperson during the initial sales encounter

In retailing, the initial encounter of a customer with a salesperson (SP) is crucial. Easily accessible cues, such as physical, task, or social attractiveness, may help in the choice process of an SP. Another cue is SP gender. Enhancing the current literature about brand gender, this research analyzes a possible match between brand and SP gender including aspects of physical, task, and social attractiveness characteristics, as well as the customers' requirements of rather core or relational aspects for the specific brand. Androgynous brands that attracted attention in recent publications are included in the analyses as well.