Taboo tattoos? A study of the gendered effects of body art on consumers' attitudes toward visibly tattooed front line staff

Baumann, Chris, Timming, Andrew R. and Gollan, Paul J. (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, 29 31-39. doi:10.1016/j.jretconser.2015.11.005


Author Baumann, Chris
Timming, Andrew R.
Gollan, Paul J.
Title Taboo tattoos? A study of the gendered effects of body art on consumers' attitudes toward visibly tattooed front line staff
Journal name Journal of Retailing and Consumer Services   Check publisher's open access policy
ISSN 0969-6989
1873-1384
Publication date 2016-03-01
Year available 2015
Sub-type Article (original research)
DOI 10.1016/j.jretconser.2015.11.005
Open Access Status Not Open Access
Volume 29
Start page 31
End page 39
Total pages 9
Place of publication Kidlington, Oxford United Kingdom
Publisher Pergamon Press
Language eng
Abstract The 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.
Keyword Body art
Discrimination
Front line staff
Gender
Intersectionality
Tattoos
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
Australian Institute for Business and Economics
 
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