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:4/19/2017)... New York , April 19, 2017 ... competitive, as its vendor landscape is marked by the ... the market is however held by five major players ... Safran. Together these companies accounted for nearly 61% of ... of the leading companies in the global military biometrics ...
(Date:4/13/2017)... India , April 13, 2017 According to ... Proofing, Identity Authentication, Identity Analytics, Identity Administration, and Authorization), Service, Authentication Type, ... MarketsandMarkets™, the IAM Market is expected to grow from USD 14.30 Billion ... Growth Rate (CAGR) of 17.3%. ... MarketsandMarkets ...
(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 ...
Breaking Biology News(10 mins):
(Date:10/12/2017)... (PRWEB) , ... October 12, 2017 , ... ... for two-dimensional representations of a complex biological network, a depiction of a system ... big mess,” said Dmitry Korkin, PhD, associate professor of computer science at Worcester ...
(Date:10/12/2017)... ... ... AMRI, a global contract research, development and manufacturing organization ... quality of life, will now be offering its impurity solutions as a stand-alone ... for all new drug products, including the finalization of ICH M7 earlier this ...
(Date:10/11/2017)... ... October 11, 2017 , ... ComplianceOnline’s Medical Device Summit is ... and 8th June 2018 in San Francisco, CA. The Summit brings together current and ... distinguished CEOs, board directors and government officials from around the world to address key ...
(Date:10/11/2017)... ... October 11, 2017 , ... ... and pregnancy rates in frozen and fresh in vitro fertilization (IVF) ... maternal age to IVF success. , After comparing the results from the fresh ...
Breaking Biology Technology: