["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nThis research examines how a consumer's committed romantic relationship influences their decision to approach an attractive salesperson in a retail environment. To date, the majority of research espouses the benefits of salesperson attractiveness in enhancing consumers' perceptions of the salesperson and the represented retailer. This is problematic because it creates a managerial bias toward attractive salespeople and, as we propose, provides an incomplete view of the effect of salesperson attractiveness on consumers' behavior. Drawing on the interpersonal relationship literature on commitment, we propose that consumers in committed relationships activate relationship‐maintenance motives that override the beauty bias when a salesperson's attractiveness signals mate threat. We find that this effect is gendered, occurring only for female consumers. Our findings suggest that beauty is not always better, providing implications for both theory and practice.\n"]