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



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