“Taboo tattoos? A study of the gendered effects of body art on consumers'

In this study by Baumann, they wanted to test the gendered effects of visibly tattooed employees on consumer preferences. Baumann focused the experiments on consumers with tattooed front-line employees from two different contexts, one being a surgeon the other being a car mechanic. The results of Baumann’s study show that there were differences on three different dimensions such as, the context of the job, the gender of the employee and the stimulus i.e. (tattooed or not). The study findings demonstrated that there was a significant effect on the interaction of those three dimensions. The results showed a link between gender-based and tattoo-based discrimination. The consumers had negative reactions to the body art but there was a significant difference between the perception of tattoos on a male compared to a female front-line employee.