Abstract
This research investigates how a salesperson’s baby face affects consumer product evaluation when considering message framing and environmental crowding. Results from a series of experiments demonstrate the positive effects of babyfacedness either when a prevention-framed message is used in an uncrowded environment or when a promotion-framed message is used in a crowded environment. A baby face backfires when a promotion-framed message is used in an uncrowded environment or when a prevention-framed message is used in a crowded environment. The findings suggest that a salesperson should take advantage of his/her facial features by using the right message frame in different shopping environments.
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Chang, CT., Huang, GH., He, ML. (2018). Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding. In: Krey, N., Rossi, P. (eds) Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces. AMSAC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-99181-8_116
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DOI: https://doi.org/10.1007/978-3-319-99181-8_116
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