Why Models Make Men Buy More at Abercrombie & Fitch and Other Surprising Shopper Marketing Findings

Michelle Markelz
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​Professor Anders Gustafsson of Karlstad University in Sweden.
​Aug. 5, 2017

Shoppers may think they are in control of their decisions, but new research suggests they are more impressionable than they realize

There's something called the "Abercrombie & Fitch effect," and it makes men biuy more expensive clothing.

That's according to Anders Gustafsson, professor at Kelstad University in Sweden and President-Elect Designate of the AMA Academic Council. We caught up with him to discuss his research on shopper marketing and the influential effect greeters and servers can have in retail and food service.

Gustafsson has found that male models outside clothing retailers can trigger an evolutionary reaction in male shoppers, and diners tend to choose different foods based on how well they can relate totheir server.


 Surprising Findings in Shopper Marketing


Author Bio:

Michelle Markelz
Michelle is managing editor of the AMA's publications. She can be reached at mmarkelz@ama.org.
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