Page 21 - Accelerating Research and Impact - Issue 5

Social Findings revealed in Pandemic 18
The team studied another e-commerce site, 5miles, and confirmed the same pattern.
The study also discovered that attractive sellers are considered more sociable and competent than their plain-looking counterparts, especially when selling items relevant to appearance such as cosmetics and skin care products, whereas unattractive sellers are thought of as more competent, especially when pitching technical products that require expertise, such as electronic products.
These novel findings, published in the latest issue of the prestigious international academic publication Journal of Marketing, give social sellers and e-marketers insight into leveraging seller appearances in online selling.