Striving For Superiority: Face Ratio, Anthropomorphism and Product Preference

Ahreum Maeng, University of Kansas, USA
Pankaj Aggarwal, University of Toronto, Canada
This research demonstrates that much like human faces, high width-to-height ratio (fWHR) of product faces leads to it being seen as high on dominance. Unlike high dominant human faces which are liked less, dominant products are preferred: this effect on preference is mediated by perceived dominance and moderated by power.
[ to cite ]:
Ahreum Maeng and Pankaj Aggarwal (2014) ,"Striving For Superiority: Face Ratio, Anthropomorphism and Product Preference", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 594-595.