We Can Look Like Our Brands: the Manifestation of Adopted Brands in Facial Appearance

Prior research suggests that brands evoke brand user stereotypes. We ask the reverse question: can consumers’ faces evoke the brands they are loyal to? We find support for a face-brand matching effect, whereby a social perceiver can accurately match a person’s perfume brand to their face, above chance level.



Citation:

Anne Laure Sellier and Claire Linares (2020) ,"We Can Look Like Our Brands: the Manifestation of Adopted Brands in Facial Appearance", 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: 1080-1085.

Authors

Anne Laure Sellier, HEC Paris, France
Claire Linares, HEC Paris, France



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Q5. Conceptualizing the Digital Experience in Luxury

Wided Batat, American University Beirut

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

Read More

Featured

Silencing the Call of the Sirens

Janet Schwartz, Tulane University, 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.