Striving For Superiority: Face Ratio, Anthropomorphism and Product Preference
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 594-595.
Authors
Ahreum Maeng, University of Kansas, USA
Pankaj Aggarwal, University of Toronto, Canada
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases
John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA
Featured
Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment
Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada
Featured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA