The Effect of Referent Age on Interpersonal Influence in Domains Related to Factual Information, Values, and Style

Todd Pezzuti, University of California at Irvine, USA
Connie Pechmann, University of California at Irvine, USA
Dante Pirouz, University of California at Irvine, USA
Adilson Borges, Carolina Werle, Reims Management School, France; Grenoble Ecole de Management, France
Age-related features of the face act as environmental cues that are used by others to guide socially and biologically functional behavior. A series of studies examine how the perceived age of a referent affects interpersonal influence. We find that age-related inferences of competence and judgments of facial maturity make older individuals more influential than younger individuals in domains related to factual information and values. Sexual appeal affects influence related to style, and as a result, young adults are most influential in this domain, followed by teens, then mid-age adults and children.
[ to cite ]:
Todd Pezzuti, Connie Pechmann, Dante Pirouz, and Adilson Borges, Carolina Werle (2010) ,"The Effect of Referent Age on Interpersonal Influence in Domains Related to Factual Information, Values, and Style", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 562-563 .