Unattractiveness

Lingnan study unveils both pretty and ugly faces win at social selling

Retrieved on: 
Tuesday, September 22, 2020
Interpersonal attraction, Interpersonal relationships, Human behavior, Human sexuality, Physical attractiveness, Seduction, Personal life, First impression, Unattractiveness

Interestingly, scholars from Lingnan University (LU) in Hong Kong have found that not only do attractive faces get better results, unattractive faces also achieve better results than plain-looking faces in online selling, particularly in expertise-relevant products and for female consumers evaluating male sellers.

Key Points: 
  • Interestingly, scholars from Lingnan University (LU) in Hong Kong have found that not only do attractive faces get better results, unattractive faces also achieve better results than plain-looking faces in online selling, particularly in expertise-relevant products and for female consumers evaluating male sellers.
  • Prof Peng said that holding everything else constant, facial attractiveness proves to be a key factor contributing to the success of product selling via social media.
  • First impression given from profile pictures of sellers in C2C e-commerce platforms helps build trust between strangers during online transactions.
  • They found that hosts with attractive faces had a 6 per cent higher annual occupancy rate than those with plain-looking faces (62 per cent vs 56 per cent).

Lingnan study unveils both pretty and ugly faces win at social selling

Retrieved on: 
Tuesday, September 22, 2020
Interpersonal attraction, Interpersonal relationships, Human behavior, Human sexuality, Physical attractiveness, Seduction, Personal life, First impression, Unattractiveness

Interestingly, scholars from Lingnan University (LU) in Hong Kong have found that not only do attractive faces get better results, unattractive faces also achieve better results than plain-looking faces in online selling, particularly in expertise-relevant products and for female consumers evaluating male sellers.

Key Points: 
  • Interestingly, scholars from Lingnan University (LU) in Hong Kong have found that not only do attractive faces get better results, unattractive faces also achieve better results than plain-looking faces in online selling, particularly in expertise-relevant products and for female consumers evaluating male sellers.
  • Prof Peng said that holding everything else constant, facial attractiveness proves to be a key factor contributing to the success of product selling via social media.
  • First impression given from profile pictures of sellers in C2C e-commerce platforms helps build trust between strangers during online transactions.
  • They found that hosts with attractive faces had a 6 per cent higher annual occupancy rate than those with plain-looking faces (62 per cent vs 56 per cent).