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.
CITATION STYLE
Chang, C. T., Huang, G. H., & He, M. L. (2018). Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 363–373). Springer Nature. https://doi.org/10.1007/978-3-319-99181-8_116
Mendeley helps you to discover research relevant for your work.