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December 28, 2008
Shoppers buy more items from attractive salespeople. Professor Jennifer Argo says “We found that if a shirt had been touched by someone who is highly attractive -- and of the opposite gender -- the shoppers evaluated the products as better. They’re willing to drop more money for it.”

That’s what makes Abercrombie & Fitch extremely profitable.

Essentially, we think like this: If a really hot-looking person values a clothing item, it must be worth any price. That’s why Hollywood celebrities are desirable as product spokespeople. Beyonce sells DirecTV. Hayden Panettiere wears her Candie’s. The technique is both obvious, and successful.