Navigation Links
Saving face with a baby-face? Shape of CEO's face affects public perception
Date:5/30/2008

When a corporation has a public relations crisis, the news media splash photos of the company's CEO around the world. According to new research in the Journal of Consumer Research the shape of the CEO's face evokes judgments about the person and the situation.

"A company can control what face is put on the crisis, and [our] research suggests that the face shape of this person is not a trivial consideration," say authors Gerald J. Gorn, Yuwei Jiang (both Hong Kong University), and Gita V. Johar (Columbia University).

In the study, participants examined news accounts of fictitious corporate misdeeds. The research found that in a minor public relations crisis, participants held a more favorable attitude toward a baby-faced CEO (large eyes, small nose, high forehead, and small chin) than a mature-faced CEO. The study subjects perceived baby-faced CEOs as more honest.

However, when the situation was more serious, and especially when it involved questions of competency, a baby-faced representative didn't help the company. "In contexts where innocence conveys navet, a mature face is evaluated more favorably," write the authors. For example, if a company failed to detect important defects in products, the baby-faced CEO was perceived to be detrimental.

The research also found that the "baby-face effect" is unconscious, and that when participants were distracted (by memorizing a number) the babyface had greater influence. The unconscious nature of baby-face effects has not previously been shown in other research. The authors also demonstrate that the association between baby-faced people and honesty can be overcome by showing participants pictures of supposed criminals with babyfaces.

So, what advice do the authors give? "While there is no panacea for a company suffering a PR crisis, putting the right face on a response might just help save some face."


'/>"/>

Contact: Rudy Faust
rfaust@press.uchicago.edu
773-834-0386
University of Chicago Press Journals
Source:Eurekalert

Page: 1

Related biology news :

1. Genetic corridors are next step to saving tigers
2. Life-saving clean water project secures $13M from Bill & Melinda Gates Foundation
3. Green roofs offer energy savings, storm-water control
4. Courtship pattern shaped by emergence of a new gene in fruit flies
5. Study links low-frequency hearing to shape of the cochlea
6. Ozone hole recovery may reshape southern hemisphere climate change
7. Crop scientists discover gene that controls fruit shape
8. Particle accelerator may reveal shape of alternate dimensions
9. New process makes nanofibers in complex shapes and unlimited lengths
10. How cells keep in shape
11. Secure Services Corp. Achieves Milestone in United States Identity Protection with the Launch of the SSC SHAPE Card Management Solution
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:4/11/2017)... , April 11, 2017 Crossmatch®, ... secure authentication solutions, today announced that it has ... Advanced Research Projects Activity (IARPA) to develop next-generation ... program. "Innovation has been a driving ... Thor program will allow us to innovate and ...
(Date:4/11/2017)... , April 11, 2017 NXT-ID, Inc. ... technology company, announces the appointment of independent Directors Mr. ... to its Board of Directors, furthering the company,s corporate governance ... Gino ... we look forward to their guidance and benefiting from their ...
(Date:4/5/2017)... -- Today HYPR Corp. , leading innovator in ... the HYPR platform is officially FIDO® Certified . ... that empowers biometric authentication across Fortune 500 enterprises and ... 15 million users across the financial services industry, however ... suites and physical access represent a growing portion of ...
Breaking Biology News(10 mins):
(Date:8/16/2017)... of Prussia, PA (PRWEB) , ... August 16, 2017 , ... ... will be taking part in sessions at the ISPE Annual Meeting and Expo ... Marriott Marquis San Diego Marina. The event’s theme is “Driving innovation to advance patient ...
(Date:8/16/2017)... , ... August 16, 2017 , ... ... into a different cell type. Many treatments for specific cancers, such as breast, ... of targeted treatment is androgen deprivation therapy for advanced prostate cancer. , ...
(Date:8/16/2017)... , ... August 16, 2017 , ... ... microbe delivery system, announced it has secured $2M in funding from an impressive ... Angels, Carmen Innovations, and SVG Thrive Fund. With this investment, 3Bar is broadening ...
(Date:8/16/2017)... , Aug. 16, 2017  This year,s edition of the Inc. 5000 ... life sciences workforce solutions, has made the list for the third year ... the nation,s fastest-growing private companies based on a set of quantitative metrics. ... includes the fastest-growing companies in the Bay State . ... Inc. 5000 ...
Breaking Biology Technology: