“Turning the Other Cheek”: the Role of Face Orientation on Perceived Model Attractiveness and Product Evaluation

The present research demonstrates that people perceive a model showing their left (vs. right) cheek as more attractive even when the images happen to be otherwise identical. We also show that in an advertising context a model apparently showing their left (vs. right) cheek leads to more favorable product evaluation.



Citation:

Jaewoo Park, Charles Spence, Hiroaki Ishii, and Taku Togawa (2020) ,"“Turning the Other Cheek”: the Role of Face Orientation on Perceived Model Attractiveness and Product Evaluation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1213-1213.

Authors

Jaewoo Park, Musashi University, Japan
Charles Spence, University of Oxford
Hiroaki Ishii, Aoyama Gakuin University
Taku Togawa, Sophia University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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