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Article: The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms

TitleThe Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms
Authors
Keywordsattractiveness
beauty premium
e-commerce
social selling
ugliness premium
Issue Date2020
PublisherSAGE Publications. The Journal's web site is located at http://www.marketingpower.com
Citation
Journal of Marketing, 2020, v. 84 n. 4, p. 67-85 How to Cite?
AbstractGiven the positive bias toward attractive people in society, online sellers are justifiably apprehensive about perceptions of their profile pictures. Although the existing literature emphasizes the “beauty premium” and the “ugliness penalty,” the current studies of seller profile pictures on customer-to-customer e-commerce platforms find a U-shaped relationship between facial attractiveness and product sales (i.e., both beauty and ugliness premiums and, thus, a “plainness penalty”). By analyzing two large data sets, the authors find that both attractive and unattractive people sell significantly more than plain-looking people. Two online experiments reveal that attractive sellers enjoy greater source credibility due to perceived sociability and competence, whereas unattractive sellers are considered more believable on the basis of their perceived competence. While a beauty premium is apparent for appearance-relevant products, an ugliness premium is more pronounced for expertise-relevant products and for female consumers evaluating male sellers. These findings highlight the influence of facial appearance as a key vehicle for impression formation in online platforms and its complex effects in e-commerce and marketing.
Persistent Identifierhttp://hdl.handle.net/10722/283230
ISSN
2019 Impact Factor: 5.266
2015 SCImago Journal Rankings: 6.612

 

DC FieldValueLanguage
dc.contributor.authorPeng, L-
dc.contributor.authorCui, G-
dc.contributor.authorChung, Y-
dc.contributor.authorZHENG, W-
dc.date.accessioned2020-06-22T02:53:46Z-
dc.date.available2020-06-22T02:53:46Z-
dc.date.issued2020-
dc.identifier.citationJournal of Marketing, 2020, v. 84 n. 4, p. 67-85-
dc.identifier.issn0022-2429-
dc.identifier.urihttp://hdl.handle.net/10722/283230-
dc.description.abstractGiven the positive bias toward attractive people in society, online sellers are justifiably apprehensive about perceptions of their profile pictures. Although the existing literature emphasizes the “beauty premium” and the “ugliness penalty,” the current studies of seller profile pictures on customer-to-customer e-commerce platforms find a U-shaped relationship between facial attractiveness and product sales (i.e., both beauty and ugliness premiums and, thus, a “plainness penalty”). By analyzing two large data sets, the authors find that both attractive and unattractive people sell significantly more than plain-looking people. Two online experiments reveal that attractive sellers enjoy greater source credibility due to perceived sociability and competence, whereas unattractive sellers are considered more believable on the basis of their perceived competence. While a beauty premium is apparent for appearance-relevant products, an ugliness premium is more pronounced for expertise-relevant products and for female consumers evaluating male sellers. These findings highlight the influence of facial appearance as a key vehicle for impression formation in online platforms and its complex effects in e-commerce and marketing.-
dc.languageeng-
dc.publisherSAGE Publications. The Journal's web site is located at http://www.marketingpower.com-
dc.relation.ispartofJournal of Marketing-
dc.rightsJournal of Marketing. Copyright © SAGE Publications.-
dc.subjectattractiveness-
dc.subjectbeauty premium-
dc.subjecte-commerce-
dc.subjectsocial selling-
dc.subjectugliness premium-
dc.titleThe Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms-
dc.typeArticle-
dc.identifier.emailZHENG, W: zwymkt@hku.hk-
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1177/0022242920914861-
dc.identifier.scopuseid_2-s2.0-85084801225-
dc.identifier.hkuros310444-
dc.identifier.volume84-
dc.identifier.issue4-
dc.identifier.spage67-
dc.identifier.epage85-
dc.publisher.placeUnited Kingdom-

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