【Topic】Effect of Face-to-Face Interactions on Choice: The Role of Expressiveness

【Speaker】LIU Wenjing, Doctoral Student of Toronto University, Canada

【Time】2009-11-5 13:30-15:00

【Venue】Weilun 232

【Language】English

【Organizer】Department of Marketing

This paper examines the role of face-to-face interactions in choices, in particular, the effect of face-to-face interactions on consumer choices compared with other forms of interactions. I propose that when dealing with a face-to-face request, consumers expect facial feedback from their interactive partner in response to their choices. In anticipation that a particular facial feedback might be negative, consumers are less likely to reject a request in order to avoid experiencing such a feedback. Six experiments demonstrate that consumers are more likely to comply with requests under face-to-face interactions than other types of interactions.

The basic effect of the paper can be moderated with factors such as sensitivity-to-face, the expressiveness, timeliness, and consistency of facial expressions. Anticipated facial feedback, not necessarily real feedback, is shown to be the underlying mechanism of the effect.

Consumer's strategic choice of face-to-face interactions over other forms of interactions is also explored.