THE DECISION OF POTENTIAL HOME BUYERS TO BUY OR NOT TO BUY BASED ON THE REAL ESTATE AGENT'S GENDER AND WEIGHT: COMPARATIVE STUDY.

• Author: Cates, Steven

INTRODUCTION

The success of a realtor is dependent upon successfully representing a potential client in accomplishing that real estate transaction for them. Previous research indicates there is a positive association between the attractiveness of a job candidate and hiring decisions. Gender may be a factor in hiring decisions based on perceptions of the decision-maker (Grant & Mizzi, 2014; Lieven, 2006; Salter, Mixon, & King, 2012; Solomon, Surprenant, Czepiel, & Gutman, 1985; Solnick & Sweitzer,1999).

For any type of purchase decision, the appearance of the salesperson is thought to be a factor. The literature shows that purchase decisions are often made on stereotypes such as looks. In an experimental study, Ebzer and Reisinger found that attractive salespeople were perceived as more credible than less attractive salespeople. Purchase intent and product evaluation was also higher for the attractive salespeople (2005).

Reinigen and Kernan (2003) conducted an analysis on whether appearance has a positive or negative effect on sales transactions. They found that attractiveness is not always a positive factor in a purchase decision, as negotiations may be adversely impacted by conflict of attraction, often resulting in emotional tension and avoidance. They concluded buyers believe an attractive salesperson's salary increased the price of the product, while counteroffers were lower for the attractive salespeople. The question of how specific attributes of attractiveness effects sales transactions remains unsettled. This study evaluates whether a gender specific obese physical appearance has any relationship to successful transactions with real estate agents and their clients.

In the 21st century competitive marketplace, real estate agents are faced with the new challenges like competition from websites like Zillow and Redfin. Instead of clients relying on agents to present suitable homes, 93% of potential home buyers are using the Internet as a source of information in finding a home (Realty Times Survey, 2018), up from only 8% who learned about the home they ultimately purchased in 2001. These challenges make it more important than ever to a realtor's success in attracting clients.

While earlier studies have shown that evaluations of potential hires are affected by gender and appearance (Grant & Mizzi, 2014; Lieven, 2006; Salter et al., 2012; Solomon et al., 1985; Solnick & Sweitzer,1999), little has been published about the association of a realtor's gender and weight on the realtor's success. Solomon et al. (1985) confirmed that "first impressions'" are important in hiring decisions.

This study intends to find out whether there are significant differences in the decision of potential home buyers if the real estate agent is female with normal weight or male with normal weight, if he real estate agent is an obese female or an obese male, if the real estate agent is a female with a normal weight or a female with an obese weight, and, if the real estate agent is a male with a normal weight or a male with an obese weight.

LITERATURE REVIEW

According the National Association of Realtors, there are 86,004 real estate firms in the United States with an estimated 2 million active real estate agents. In 2018, the majority of home purchases were made through a real estate agent (87%). The typical agent is female, college educated, and about 54 years of age (NRA, 2018).

The Obesity Problem

Obesity is a major health problem in the United States. Obese individuals with a body mass index (BMI) of 25.9 or over, make up 60% of the US population (Wyatt, Winters, & Dubbert, 2006). Since the 1970s, the incidence of obesity among adults (20 plus years) has doubled, and among younger people (2 to 19 years), obesity has tripled. The National Health and Nutrition Examination Survey (NHANES) data showed that in 2013-2014, 35.0% of men and 40.4% of women in the United States were obese with a BMI of 30 or higher (Flegal, KruszonMoran, Carroll, Fryar, & Ogden, 2016).

Obesity can have a profound effect on a person's health. Type 2 diabetes and obesity tend to run in families and are associated with increased risk of cardio vascular disease and strokes (Drong et al., 2012). Then there is the stigma associated with weight. Puhl and Heuer (2010) note that the stigmatization of obesity harms not only an individual's physical health, but psychological health as well.

Obesity is both a social justice issue as well as a medical issue. It has been shown that the effects of stigmatization were greater for women and younger people and rival or sometimes surpass discrimination rates based on race. In a large sample study, Carr and Friedman found that the stigma associated with obesity was pervasive and affected the individual's chances of success (2005). Based on data collected in the study, discrimination due to obesity was found to occur 5% of the time for men, 10% for women, and even higher for obese individuals at 40%. They also found that obese individuals perceived interpersonal mistreatment like disrespect, harassing and teasing, and having a character flaws. This perception was significantly higher among professional workers (2008).

Grant and Mizzi showed that the stigma attached to obesity seemed to be strengthening across the globe (2014). Obesity (BMI > or = 30.0) is not a problem in all countries. Not surprisingly, research on the United States shows the prevalence and increase in obesity is associated with lifestyle, including food choices and level of physical activity. The National Institute of Health, and others, implicated foods such as potato chips, sugared drinks, red and processed meats in weight gain.

Too much or too little sleep, TV watching, and the lack of physical activity were also associated with weight gain (Mozaffarian, Hao, Rimm, Willett, & Hu, 2011; Lee et al., 2010; Patel & Hu, 2008). Rosenheck also implicated fast food consumption and large portion sizes in increased weight (2008). The association of alcohol intake with weight gain was less clear (Sayon-Orea, Martinez-Gonzalez, & Bes-Rastrollo, 2011).

The work environment is also associated with the increase in obesity. Long work hours and overtime is related to weight gain, especially for men (Solovieva, Lallukka, Virtanen, & Viikari-Juntura, 2013). Von Drogelen et al. (2011) connected shift work and night work to increased body weight. Socio-economic status was another factor associated with weight. Ball and Crawford report that obesity and overweight are related to lower socio-economic status in developed countries, but the opposite is true in developing countries where those who are obese or overweight are of higher socio-economic status (2005).

One way to address the obesity epidemic is through the promotion of social capital and social support. Research has shown that perceptions of a positive social environment are related to increased physical activity and lower levels of self-reported obesity and poor health (Kim et al., 2006; Poortinga, 2006; Holtgrave & Crosby, 2006).

The social environment is important in other ways as well. Christakis reported that obesity has a network effect. An overweight person tends to have family, friends, and neighbors who are also overweight (2007). The study further suggests that this network effect can be harnessed for good as well to promote positive health behaviors. Other research suggests that the benefit of higher levels of social capital affect women more than more (Kavanagh, Bentley, Turrell, Broom & Subramanian, 2006). A benefit of social capital is evident in the neighborhood effect, which suggests that the neighborhood environment is associated with self-rated health for women more than for men, including the unemployment rate (Stafford, Cummins, Macintyre, Ellaway, & Marmot, 2005).

Attractiveness, Weight, and Social Justice

Much has been written about how gender and appearance affect perceptions. Numerous studies across many disciplines have shown that highly attractive people have an advantage over those who are not as attractive (Grant & Mizzi, 2014; Lieven, 2006; Reingen,1987; Salter, Mixon, & King, 2012; Solomon, Surprenant, Czepiel, & Gutman, 1985; Solnick & Sweitzer,1999). Results on whether a salesperson's attractiveness has a positive or a negative impact on successful sales transactions is mixed. Ahearne, Gruen, and Jarvis (1999) studied professional salespersons' performance in pharmaceutical sales to doctors. The doctors rated their salesperson on attractiveness, and the attractive salesperson outperformed the less attractive salesperson in terms of market share of prescriptions...