報告主題：Less is More: The Effects of Facial Prominence on Consumer Responses to Marketing Communications

報告時間：10月21日（周四）上午10：00

報告地點：延安路校區旭日樓306教室

主持人：楊帥

報告人： 毛慧芳教授

報告簡介：

Marketing communications frequently feature human faces to enhance persuasive outcomes. However, researchers and practitioners have largely overlooked the influence of facial prominence, defined as the ratio between the area of the spokesperson’s face and the total area of the marketing display, on consumer responses to communication messages. Across seven laboratory experiments and two studies analyzing large-scale data from major online retailers, the current research demonstrates that consumers respond more positively to marketing communications featuring relatively low (vs. high) facial prominence of the spokesperson. We provide support for a serial mediation model where facial prominence affects perceptions of both dominance and warmth, which subsequently influence a consumer’s desire to affiliate with the spokesperson. Furthermore, we examine how artificial intelligence (AI), celebrity spokesperson, consumers’ trait anxiety levels, and product categories serve as boundary conditions for the observed effects. The theoretical and managerial implications of our findings are discussed.

報告人簡介：

 毛慧芳博士是美國愛荷華州立大學的教授，研究興趣主要包括消費者行為研究，在國際頂級期刊Journal of Marketing Research、Journal of Consumer Research、Journal of the Academy of Marketing Science、Journal of Consumer Psychology等發表論文近10篇。