Neutral Expressions Increase Psychological Distance and Price Estimation of Luxury

Hong Zhu, Nanjing University, China
Xin Wang, Nanjing University, China
Han Gong, Nanjing University, China
Neutral facial expressions of commercial models increase perceived psychological distance between consumers and products, which further influence price estimation of goods. The type of products further moderates the effects of facial expressions on price estimation. Psychological distance is the mechanism to explain it.
[ to cite ]:
Hong Zhu, Xin Wang, and Han Gong (2016) ,"Neutral Expressions Increase Psychological Distance and Price Estimation of Luxury", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 768-768.