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.
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.
Anne Laure Sellier, HEC Paris, France
Claire Linares, HEC Paris, France
NA - Advances in Consumer Research Volume 48 | 2020
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