Regardless of whether or not the product was related to appearance (for example, a mobile phone compared to mascara) if the female customer perceived the staff member to be better looking than her, she was less likely to purchase the product.

She says upward social comparison, where individuals compare themselves with people who they believe are socially superior, can create anxiety, lower confidence and create feelings of inadequacy.

Price believes that the increased focus on appearance and body image in young women helps to explain the results. 'Women, especially younger women, consider their appearance to be their CV,' she said.

'Retailers need to understand that beauty can affect their bottom line. The solution lies in hiring women of all shapes and sizes, someone for each of your potential customers to relate to,' she said.