The Impact of C-Executives' Babyfacedness on Purchase Intention

Diana Dávila , Instituto Tecnológico y de Estudios Superiores de Monterrey, Mexico
Olivier Trendel, Grenoble Ecole de Management / Customer Equity Institute, France
Business leaders often use their face to strengthen the organizational brand. The objective of this research is to understand the impact of C-executives’ facial appearance (babyfacedness vs. maturefacedness) on purchase intention. We show that it is important for a company to match the face of the top executive delivering a message with the topic they articulate. Babyfaced executives should be favored when the topic concerns corporate social responsibility whereas maturefaced executives should be favored when the topic concerns technology or competitor orientation. Perceived benevolence, leadership or competence mediates these effects.
[ to cite ]:
Diana Dávila and Olivier Trendel (2010) ,"The Impact of C-Executives' Babyfacedness on Purchase Intention", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 784-785 .