Title

Dress for Success: The Effect of Exhibitors’ Dress Conformity and Self-construal on Attendees’ Approach Behavior

Document Type

Article

Abstract

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.

Keywords

Dress conformity; Approach behavior; Self-construal; Trade show; Exhibitor; Independent self-construal; Interdependent self-construal; Moderating effect; Quasi-experimental design; Johnson-Neyman technique

Disciplines

Hospitality Administration and Management

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