Dress for success: the effect of exhibitors' dress conformity and self-construal on attendees' approach behavior

The purpose of the current study is to investigate how attendees' approach behavior is influenced by exhibitors' dress conformity. A 2 × 2 between-subjects quasi-experimental design was utilized for this study. Our results showed that conforming dress for exhibitors can lead to a higher le...

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Bibliographic Details
Published inJournal of travel & tourism marketing Vol. 35; no. 6; pp. 706 - 714
Main Authors Sun, Jie, Choi, Choongbeom, Bai, Billy
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 24.07.2018
Taylor & Francis LLC
Subjects
approach behavior
Conformity
Dress conformity
exhibitor
independent self-construal
interdependent self-construal
Johnson-Neyman technique
moderating effect
quasi-experimental design
Quasi-experimental methods
self-construal
Studies
trade show
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Summary:The purpose of the current study is to investigate how attendees' approach behavior is influenced by exhibitors' dress conformity. A 2 × 2 between-subjects quasi-experimental design was utilized for this study. Our results showed that conforming dress for exhibitors can lead to a higher level of approach behavior of trade show attendees as compared with nonconforming dress, and the effect of exhibitors' dress styles on approach behavior is moderated by attendees' self-construal. Findings of this study provide significant insights for trade show exhibitors and attendees.
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ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2017.1422453