营销学视角下面孔吸引力研究

Review of Facial Attractiveness from Marketing Perspective

在代言人的选择上,“成也颜值,败也颜值”的营销现象十分普遍。可见,营销学视角下面孔吸引力效应的探究十分必要。本文通过面孔吸引力(颜值)相关研究的梳理发现:被试判断法和面孔对称法是其主要的测量方法;面孔吸引力对消费者认知(知觉注意、情绪反应、信任感知),态度(购买意愿、顾客满意度),以及行为(重购概率增加、较长时间记忆留存)均有影响;刻板印象、ELM理论、内隐模仿行为诠释了面孔吸引力的作用机制;性别、自我吸引力认知、产品类型等因素调节了面孔吸引力效应的发挥。据此,本文构建出营销学视角下面孔吸引力研究的整合框架,并提出了未来的研究展望。

It is a common marketing phenomenon that success is due to face score,and failure is also due to face score.Thus,it is necessary to explore the effect of facial attractiveness from marketing perspective.Through the review of relevant studies about facial attractiveness(face score),the paper finds that judgment on subjects and facial symmetry are its main measuring methods.Facial attractiveness has impacts on consumer cognition,attitude and behavior.It is helpful to explain the action mechanism of facial attractiveness from Stereotype,ELM theory and Implicit Behavioral Mimicry.The effect of facial attractiveness is influenced by mediating factors(gender,self-attraction cognition and product type).Accordingly,the paper constructs an integrated research framework of facial attractiveness and puts forward the future research prospects.