Strategic Consumer Choice of Face-To-Face Interactions

This paper examines the effect of anticipated emotions and facial expressiveness on consumer choice of face-to-face interactions over impersonal interactions (e.g., email exchange). We propose that consumers could strategically seek or avoid face-to-face interactions due to anticipated emotions during the interaction. The strategic choice of face-to-face interactions is affected by facial expressiveness, type of anticipated emotions, and emotion intensity. Drawing from literature on face, face-to-face interactions, and anticipation, we develop and test this proposed theoretical account in two experiments.


Maggie Wenjing Liu (2011) ,"Strategic Consumer Choice of Face-To-Face Interactions ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 19-20.


Maggie Wenjing Liu, Tsinghua University, China


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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