Initial impressions were found to form along well‐differentiated lines, namely race and/or sex, in a study involving 450 shoppers at several regional shopping malls. The role of initial impressions in cognitive formation towards retail salespeople was found to be significant. Significant differences were found to exist between members of differing races. A potential implication of the results of this study is a broadened view and heightened awareness of the role initial impressions play in the buyer‐seller dyad.
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LaTour et al. (1989) studied this question.
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