The perceived visual similarity of realtors: an exploratory study Online publication date: Thu, 28-Nov-2013
by Lawrence L. Garber
International Journal of Management Practice (IJMP), Vol. 6, No. 4, 2013
Abstract: Subjects rated the (dis)similarity of pair-wise combinations of female and male salesperson realtors. The selected realtors represent the range of appearance features, in terms of physical traits, grooming, and adornment. Subject responses were analysed using multidimensional scaling (MDS) to generate male and female perceptual maps, with 19 female and 19 male realtors shown as points in their respective appearance spaces. Their relative positions are interpreted to determine which aspects of appearance most differentiate between them. Those aspects that most differentiate between women realtors are hair length, mode of dress, apparent age, and hair colour, in that order. Those aspects that most differentiate between male realtors are apparent age, hair colour, and mode of dress. Other visual elements playing lesser differentiating roles are eyeglasses and, for men, facial hair. Based upon the findings, theoretical and managerial implications are presented.
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