The Effect of Facial Resemblance on Product Purchase: the Moderating Role of Mental Construal

Fan Liu, Adelphi University, USA
Xin He, University of Central Florida, USA
Ze Wang, University of Central Florida, USA
This research investigates how collective facial appearance of a team influences consumers' product purchase likelihood. Such effect is moderated by consumers' mental construal. These findings extend prior literature on consumers' face-based judgments of individuals to their perceptions of teams.
[ to cite ]:
Fan Liu, Xin He, and Ze Wang (2017) ,"The Effect of Facial Resemblance on Product Purchase: the Moderating Role of Mental Construal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 753-754.