Essay On Consumer Tipping
According to the study about the Clothing Color and Tipping: An Attempted Replication and Extension, many hospitality workers around the world rely upon voluntary payments of money from their customers (called “tips”) for a substantial portion of their income.
Greater knowledge about the factors that influence consumer tipping would help these service workers to earn larger incomes. In addition to helping service workers, such knowledge would also benefit their managers because managers who use such knowledge to train and otherwise help their servers to earn larger tips should be rewarded with happier and more productive workers, which in turn should increase customer satisfaction and decrease the costs associated with absenteeism and turnover (Lynn, 2005).
Given its practical value, researchers from a variety of academic disciplines have studied tipping and identified numerous specific server behaviors that increase tips, such as touching customers, squatting down next to the table, and giving candy to customers, (see Lynn, 2011). Gueguen and Jacob (2013) recently contributed to this literature by examining the effects of waitresses’ clothing color on the tips given in restaurants in France. They found that male (but not female) customers were more likely to leave a tip and left larger tip amounts when the
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If Gueguen and Jacob’s color effect on tipping was mediated by perceived attractiveness, then the failure of the researchers to find a red-attractiveness effect would explain the failure to find a positive effect of wearing red on tips. It does not, however, explain why they found that servers wearing red received smaller tips that those wearing white or
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