Sex sells!
…so does an attractive salesperson
Shoppers are more likely to buy something and would pay more for an item if it is sold by an attractive salesperson, particularly of the opposite sex, according to a Canadian study.
Even if a shirt had been used and had not been washed, some consumers were willing to pay more for it if they knew the person who had worn it was attractive.
"If a shirt had been touched by someone who is highly attractive and of the opposite gender, the shoppers evaluated the products higher and they’re willing to drop more money on it," said Jennifer Argo, a professor at the University of Alberta School of Business.
Argo, Darren Dahl of the University of British Columbia and Andrea Morales of Arizona State University studied the reactions of 300 shoppers who were assisted by an attractive model and an average looking salesperson trying to sell a shirt said to be the last in the store.
The researchers found that both male and female shoppers who saw the attractive model leave the changing room with the shirt were willing to try it on next.
"If the shopper was of average attractiveness, the participant evaluated the shirt negatively. But if it was the opposite gender and they were highly attractive, the participants were willing to pay more," Argo explained in a statement.
"The results show that it’s worth having highly attractive people work there. Or if you can’t, at least have the staff dress well and be well-groomed and maximize their potential."
In the second part of the study which will be published in the Journal of Consumer Research, the researchers questioned only male shoppers who were assisted by female models and salespeople. The men tried on a shirt which the salesperson said she had worn the shift before.
Afterward the men were asked how much they liked the shirt, if they would buy it and how much they would pay for it.
"The dirty shirt won for the men when the salesperson was highly attractive," Argo said.
"It’s like they were trying to get her essence."
Yes, sex sells!
NIGEL Cawthorne, author of more than 80 books, is probably best known for his Sex Lives series, comprising, so far, a dozen books that catalogue the sexual habits of the world’s rich and powerful, famous and shameless.
The 56-year-old British author was in Singapore at the beginning of the month to speak at the Singapore Writers Festival. He was supposed to head a panel discussion on the, erm, ins and outs of writing sex scenes but, unfortunately, this event did not go ahead as planned.
Cawthorne spoke, instead, on being a hired gun. Many of his books are commissioned and he says he never turns down an assignment if the money is good. Also, even when he comes up with his own idea for a book, he will only continue writing it once a publisher makes a commitment to it.
Cawthorne unabashedly admits to writing to pay the bills (“I’m practical that way!”) and Sex Lives has proved to be extremely profitable. The books, which include Sex Lives of the Roman Emperors, Hollywood Goddesses, Popes, Kings and Queens of England and Famous Gays, have been translated into 26 languages. They are especially popular with Brazilians who, Cawthorne says, “believe they invented sex”.
“Sex, as we know, sells,” he continues. Apparently, before the French Revolution in the 18th century, booksellers made a rip-roaring trade with pamphlets that regaled the public about the sex lives of the kings and queens of France.
“It’s always fun to know how kinky important people can get – people enjoy being shocked and scandalised. Popes is especially popular in Catholic countries, for obvious reasons. When I spoke on the Joan Rivers show about American Presidents, she couldn’t stop laughing.”
Cawthorne is, thanks to the research he did for the series, a mine of information that will make the sexually reticent squirm and the sexually curious sit up and beg. He peppers his anecdotes with bad puns that, he says, put sex in its rightful context – as something ridiculous and not to be taken too seriously.
“I think the reason it’s so hard to write a good sex scene is because people try to be mystical about a very basic human act,” he says. “If you look at sex in the abstract, it’s two – or more – people behaving in a totally ludicrous manner. Visitors from outer space would be totally amazed and flabbergasted.”
Cawthorne does most of his research and writing at the British Library.
“A whole lot has been written on the sex lives of famous and infamous people. It’s simply a matter of knowing where and how to look, and also knowing how to join the dots. It’s quite amusing to work out how people are connected by the lovers they’ve had – call it sex degrees of separation!”
Obviously, much of what is reported is hearsay. Cawthorne’s “sources” can’t prove the claims they make so it’s up to the reader to decide on the amount of salt with which to flavour the stories told in Sex Lives.
Occasionally, Cawthorne chooses to omit a story because he deems it too unpalatable. One example is a tale involving Marcel Proust and rats.
It seems that Proust, the French author best known and revered for his seven-part novel À la Recherche du Temps Perdu (two different English versions are Remembrance of Things Past and In Search of Lost Time) was co-owner of a brothel that he himself frequented. It’s said that he preferred to observe the prostitutes at work, but if mere observation did not offer sufficient stimulus, Proust, it is said, would ask to watch two wild and hungry rats fight to their death. This, apparently, never failed to satisfy him sexually!
Cawthorne hopes to write about the sex lives of British prime ministers next. Among the spicy titbits that will be included is W.S. Maugham’s account of the fling Winston Churchill is said to have had with British composer Ivor Novello. According to Maugham, Churchill described the experience as “musical”.
“It should be a popular book,” says Cawthorne. “So long as it sells in Poland ? for some reason my publishers use sales in that country as an indication of whether or not a project will pay!”