Sydney, Aug 13 - Female customers are less likely to buy an item from a shop if they feel the sales girls are more attractive than they are, according to a study.

The latest research from the University of South Australia (USA) says the power of 'gorgeous girls' at the counter has some very clear limits.

Inspired by her own negative experiences in the retail environment in the US, doctoral researcher Bianca Price undertook the study, examining the purchase intentions of women aged 18 to 26 when confronted with an attractive or unattractive retail staff member.

'Women are biologically competitive - if they consider that a female is a direct social threat, it may affect their behaviour in that context,' she said.

'When translated into the retail environment, avoidance means reduced purchases and ultimately, reduced profits,' said Price.

She said that hiring only young, beautiful girls may limit your customer base and alienate your target audience, particularly when the majority of stores are targeted towards young women.