The Effect of Facial Resemblance on Product Purchase: the Moderating Role of Mental Construal

This research investigates how collective facial appearance of a team influences consumers' product purchase likelihood. Such effect is moderated by consumers' mental construal. These findings extend prior literature on consumers' face-based judgments of individuals to their perceptions of teams.



Citation:

Fan Liu, Xin He, and Ze Wang (2017) ,"The Effect of Facial Resemblance on Product Purchase: the Moderating Role of Mental Construal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 753-754.

Authors

Fan Liu, Adelphi University, USA
Xin He, University of Central Florida, USA
Ze Wang, University of Central Florida, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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