Psychology & Marketing

Correspondence Mark S. Rosenbaum, Graham School of Management, Saint Xavier University, 3825 W 103rd St, Chicago, IL 60655. Email: rosenbaum@sxu.edu Abstract These studies draw on evolutionary psychology and intrasexual female competition to examine why female shoppers often prefer working with gay male (GM) sales associates over heterosexual female (HF) sales associates. Study 1 finds that female shoppers often attribute trustworthiness to GM sales associates. Study 2 draws on theories of intrasexual competition and shows that female shoppers are more likely to trust product recommendations from a GM sales associate than an HF sales associate when they feel a sense of competitiveness with the female associate. Study 3 reveals that female shoppers’ trust in GM sales associates is limited to situations in which they are intending to purchase products that are meant to enhance their physical appearance. Study 4 extends these findings by showing that women are more likely to trust GM sales associates (vs. HF sales associates) when the objective of their purchase is to attract a desirable mate. The findings suggest that retailers should hire a diverse workforce and consider the role of e‐commerce in helping some female shoppers avoid potentially uncomfortable situations.