Featured Research

from universities, journals, and other organizations

Trusting Tiger Woods: How do facial cues affect preference and trust?

Date:
May 16, 2012
Source:
University of Chicago Press Journals
Summary:
People respond to facial cues and this affects their level of trust, according to a new study that looks at the way consumers react to morphed photo images.

People respond to facial cues and this affects their level of trust, according to a new study in the Journal of Consumer Research that looks at the way consumers react to morphed photo images.

Authors Robin J. Tanner and Ahreum Maeng (both University of Wisconsin-Madison) explore the effect of morphing unfamiliar facial images with those of two famous individuals: George W. Bush and Tiger Woods. "We digitally create composite faces that are made up of 35 percent of the celebrity face and 65 percent of unknown model faces," the authors write. "When individuals view these morphed faces they universally fail to consciously recognize the presence of the celebrity images and instead believe they are viewing the faces of unfamiliar people."

Even though they weren't aware of the similarity, participants in the authors' experiments rated the celebrity-morphed images as being more trustworthy than control faces. "It becomes clear that individuals are subliminally influenced by celebrity facial cues," the authors write.

In one intriguing experiment, the authors asked participants how likely they were to do business with a salesperson whose picture was morphed with Tiger Woods'. Participants' reactions became more negative in the midst of the Tiger Woods scandal. "Individuals were considerably less enthusiastic about buying from him than were individuals who viewed the face before the scandal broke," the authors write. "We believe the scandal led individuals to automatically experience a stronger avoid motivation toward the Tiger-morphed salesperson face."

"In our view, marketers rather myopically focus on digitally manipulating the attractiveness of the individuals they use in their advertisements," the authors write. "Our results suggest automatic perceptions of familiarity may actually have similar, or perhaps greater, potential to influence consumers. Perhaps, in some circumstances, familiarity may actually trump beauty?"


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Robin J. Tanner and Ahreum Maeng. A Tiger and a President: Imperceptible Celebrity Facial Cues Influence Trust and Preference. Journal of Consumer Research, December 2012 (in press)

Cite This Page:

University of Chicago Press Journals. "Trusting Tiger Woods: How do facial cues affect preference and trust?." ScienceDaily. ScienceDaily, 16 May 2012. <www.sciencedaily.com/releases/2012/05/120516152536.htm>.
University of Chicago Press Journals. (2012, May 16). Trusting Tiger Woods: How do facial cues affect preference and trust?. ScienceDaily. Retrieved September 3, 2014 from www.sciencedaily.com/releases/2012/05/120516152536.htm
University of Chicago Press Journals. "Trusting Tiger Woods: How do facial cues affect preference and trust?." ScienceDaily. www.sciencedaily.com/releases/2012/05/120516152536.htm (accessed September 3, 2014).

Share This



More Mind & Brain News

Wednesday, September 3, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Can You Train Your Brain To Eat Healthy?

Can You Train Your Brain To Eat Healthy?

Newsy (Sep. 1, 2014) New research says if you condition yourself to eat healthy foods, eventually you'll crave them instead of junk food. Video provided by Newsy
Powered by NewsLook.com
Coffee Then Napping: The (New) Key To Alertness

Coffee Then Napping: The (New) Key To Alertness

Newsy (Aug. 30, 2014) Researchers say having a cup of coffee then taking a nap is more effective than a nap or coffee alone. Video provided by Newsy
Powered by NewsLook.com
Young Entrepreneurs Get $100,000, If They Quit School

Young Entrepreneurs Get $100,000, If They Quit School

AFP (Aug. 29, 2014) Twenty college-age students are getting 100,000 dollars from a Silicon Valley leader and a chance to live in San Francisco in order to work on the start-up project of their dreams, but they have to quit school first. Duration: 02:20 Video provided by AFP
Powered by NewsLook.com
Baby Babbling Might Lead To Faster Language Development

Baby Babbling Might Lead To Faster Language Development

Newsy (Aug. 29, 2014) A new study suggests babies develop language skills more quickly if their parents imitate the babies' sounds and expressions and talk to them often. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins