In the eye of the beholder: A systematic review of the literature on customers' perceptions of salesperson appearance

Key Points

• Customer perception of salesperson appearance significantly influences purchasing decisions, enhancing sales effectiveness.
• Key evidence reveals that attractive salesperson appearance correlates with higher customer trust and satisfaction, impacting sales outcomes.
• Systematic review analyzes existing literature on consumer behavior related to salesperson visual characteristics across various contexts.
• Findings highlight the importance of salesperson appearance in shaping consumer attitudes, indicating areas for strategic improvement.