Creditworthiness Is in the Eye of the Beholder: How Consumers’ Own Attractiveness Shapes Generosity Toward [Un]Attractive Microloan Borrowers

Five studies find that attractive microloan borrowers received less support from unattractive lenders. Unattractive (but not attractive) lenders assigned lower creditworthiness to attractive borrowers and subsequently lent less (studies 1a-1c). Mitigating the threat of an attractive borrower through lowered credit ratings (study 2) and self-affirmation (study 3) removed this effect.



Citation:

Rhiannon MacDonnell Mesler, Ali Besharat, and Jennifer Argo (2019) ,"Creditworthiness Is in the Eye of the Beholder: How Consumers’ Own Attractiveness Shapes Generosity Toward [Un]Attractive Microloan Borrowers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 320-325.

Authors

Rhiannon MacDonnell Mesler, University of Lethbridge, Canada
Ali Besharat, University of Denver, USA
Jennifer Argo, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA

Read More

Featured

The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing

Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand

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.