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 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.
Dress conformity; Approach behavior; Self-construal; Trade show; Exhibitor; Independent self-construal; Interdependent self-construal; Moderating effect; Quasi-experimental design; Johnson-Neyman technique
Hospitality Administration and Management
Dress for Success: The Effect of Exhibitors’ Dress Conformity and Self-construal on Attendees’ Approach Behavior.
Journal of Travel and Tourism Marketing, 35(6),