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

报告时间：10月21日（周四）上午10：00

报告地点：延安路校区旭日楼306教室

主持人：杨帅

报告人： 毛慧芳教授

报告简介：

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.

报告人简介：

 毛慧芳博士是美国爱荷华州立大学的教授，研究兴趣主要包括消费者行为研究，在国际顶级期刊Journal of Marketing Research、Journal of Consumer Research、Journal of the Academy of Marketing Science、Journal of Consumer Psychology等发表论文近10篇。