Familiarity Hijack: How Morphing Faces With Celebrity Images Can Enhance Trust

In this research we investigate the effect of combining unfamiliar faces with those of celebrities. Using facial morphing software we create composite faces consisting of 65% of an unfamiliar face and 35% of a celebrity face. In two studies participants rated the resulting composite images as being significantly more trustworthy than the unfamiliar faces despite being entirely unaware of the presence of the celebrity faces in the morphed image. Building on previous literature, we argue that this effect is consistent with a familiarity explanation but is inconsistent with explanations relying on either similarity or transfer of specific individual meaning.



Citation:

Rob Tanner and Ah-reum Maeng (2010) ,"Familiarity Hijack: How Morphing Faces With Celebrity Images Can Enhance Trust", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 914-914 .

Authors

Rob Tanner , University of Wisonsin-Madison, USA
Ah-reum Maeng, University of Wisconsin-Madison, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals

Hristina Nikolova, Boston College, USA

Read More

Featured

Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More

Featured

The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, 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.