The Faces of Success: Beauty and Ugliness Premiums in Online Platforms

Ling PENG, Yu Ho CHUNG, Geng CUI, Wanyi ZHENG

Research output: Other Conference ContributionsConference Paper (other)Other Conference Paperpeer-review

Abstract

Previous studies of beauty demonstrate many positive biases directed toward attractive people. In contrast, our research of online profile pictures suggests both a beauty and ugliness premium in e-commerce platforms. Using large datasets of profile pictures from two different platforms, we examine the effect of facial attractiveness of online sellers on product sales and find that both very attractive and very unattractive people sell significantly more than the average-looking ones. We conduct an online experiment to explore the underlying mechanism and find that attractive faces lead to greater credibility due to their perceived social competence while unattractive ones are considered more believable based on their intellectual competence. These findings highlight the informational value and influence of facial appearance in online platforms and have significant implications for e-commerce and marketing strategies.
Original languageEnglish
Publication statusPublished - 27 Oct 2018
Event第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science - 深圳大学, 深圳, China
Duration: 26 Oct 201828 Oct 2018
http://www.jmsmeeting.org.cn/

Conference

Conference第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science
CountryChina
City深圳
Period26/10/1828/10/18
Internet address

Fingerprint

Premium
Electronic commerce
Attractiveness
E-marketing
Marketing strategy
Credibility
Experiment
Social competence
Seller

Bibliographical note

Best Paper Award. Published as proceedings (On-line version), publisher: Annual Conference of China Marketing Science, page: 1-20.

Keywords

  • Facial attractiveness; impression formation; source credibility; electronic market

Cite this

PENG, L., CHUNG, Y. H., CUI, G., & ZHENG, W. (2018). The Faces of Success: Beauty and Ugliness Premiums in Online Platforms. Paper presented at 第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science, 深圳, China.
PENG, Ling ; CHUNG, Yu Ho ; CUI, Geng ; ZHENG, Wanyi. / The Faces of Success: Beauty and Ugliness Premiums in Online Platforms. Paper presented at 第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science, 深圳, China.
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title = "The Faces of Success: Beauty and Ugliness Premiums in Online Platforms",
abstract = "Previous studies of beauty demonstrate many positive biases directed toward attractive people. In contrast, our research of online profile pictures suggests both a beauty and ugliness premium in e-commerce platforms. Using large datasets of profile pictures from two different platforms, we examine the effect of facial attractiveness of online sellers on product sales and find that both very attractive and very unattractive people sell significantly more than the average-looking ones. We conduct an online experiment to explore the underlying mechanism and find that attractive faces lead to greater credibility due to their perceived social competence while unattractive ones are considered more believable based on their intellectual competence. These findings highlight the informational value and influence of facial appearance in online platforms and have significant implications for e-commerce and marketing strategies.",
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PENG, L, CHUNG, YH, CUI, G & ZHENG, W 2018, 'The Faces of Success: Beauty and Ugliness Premiums in Online Platforms' Paper presented at 第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science, 深圳, China, 26/10/18 - 28/10/18, .

The Faces of Success: Beauty and Ugliness Premiums in Online Platforms. / PENG, Ling; CHUNG, Yu Ho; CUI, Geng; ZHENG, Wanyi.

2018. Paper presented at 第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science, 深圳, China.

Research output: Other Conference ContributionsConference Paper (other)Other Conference Paperpeer-review

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T1 - The Faces of Success: Beauty and Ugliness Premiums in Online Platforms

AU - PENG, Ling

AU - CHUNG, Yu Ho

AU - CUI, Geng

AU - ZHENG, Wanyi

N1 - Best Paper Award. Published as proceedings (On-line version), publisher: Annual Conference of China Marketing Science, page: 1-20.

PY - 2018/10/27

Y1 - 2018/10/27

N2 - Previous studies of beauty demonstrate many positive biases directed toward attractive people. In contrast, our research of online profile pictures suggests both a beauty and ugliness premium in e-commerce platforms. Using large datasets of profile pictures from two different platforms, we examine the effect of facial attractiveness of online sellers on product sales and find that both very attractive and very unattractive people sell significantly more than the average-looking ones. We conduct an online experiment to explore the underlying mechanism and find that attractive faces lead to greater credibility due to their perceived social competence while unattractive ones are considered more believable based on their intellectual competence. These findings highlight the informational value and influence of facial appearance in online platforms and have significant implications for e-commerce and marketing strategies.

AB - Previous studies of beauty demonstrate many positive biases directed toward attractive people. In contrast, our research of online profile pictures suggests both a beauty and ugliness premium in e-commerce platforms. Using large datasets of profile pictures from two different platforms, we examine the effect of facial attractiveness of online sellers on product sales and find that both very attractive and very unattractive people sell significantly more than the average-looking ones. We conduct an online experiment to explore the underlying mechanism and find that attractive faces lead to greater credibility due to their perceived social competence while unattractive ones are considered more believable based on their intellectual competence. These findings highlight the informational value and influence of facial appearance in online platforms and have significant implications for e-commerce and marketing strategies.

KW - Facial attractiveness; impression formation; source credibility; electronic market

M3 - Conference Paper (other)

ER -

PENG L, CHUNG YH, CUI G, ZHENG W. The Faces of Success: Beauty and Ugliness Premiums in Online Platforms. 2018. Paper presented at 第十五届中国营销科学学术年会暨博士生论坛 : 15th Annual Conference of JMS China Marketing Science, 深圳, China.