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.


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.


Ahreum Maeng, University of Kansas, USA
Pankaj Aggarwal, University of Toronto, Canada


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


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

Read More


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

Read More


Search Predicts and Changes Patience in Intertemporal Choice

Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.