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Lookup NU author(s): Dr Saurabh BhattacharyaORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Facial appearances bias human decisions. This study’s objective, leveraging facial impression bias, is to explore the underlying mechanisms and boundary conditions under which baby-faced salespersons, in comparison to mature-faced salespersons, influence consumers’ decisions to reconcile with the brand after an organizational crisis. We test mediation and moderated mediation models in the UK context using experimental designs. Our findings suggest that consumers determine a salesperson’s morality by their appearance, perceiving baby-faced agents as having higher moral character than mature-faced agents. This phenomenon, in turn, influences consumers’ decision to reconcile with a brand. Our findings have implications for sales representatives’ roles in brand reconciliation.
Author(s): Agnihotri A, Bhattacharya S, Vrontis D
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Year: 2024
Volume: 176
Print publication date: 01/04/2024
Online publication date: 06/03/2024
Acceptance date: 27/02/2024
Date deposited: 06/04/2024
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
Publisher: Elsevier
URL: https://doi.org/10.1016/j.jbusres.2024.114612
DOI: 10.1016/j.jbusres.2024.114612
ePrints DOI: 10.57711/7g7m-gz17
Data Access Statement: The data that has been used is confidential.
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