Boosting Trait Inferences:: Psychological and Neural Mechanisms in the Effect of Faces on Brand Perceptions

Across five studies, this paper develops guidelines for selecting endorser faces for established brands by investigating the roles of holistic types of faces and mode of exposure (simultaneous vs. sequential presentation of face-brand) in the generation of brand personality impressions and emotion that guide consumer behavior. Study 1 identifies holistic face types that emerge from unique combinations of anatomical features and Study 2 links these types to generic personality trait impressions. Study 3 [Study 4] shows that the transfer from face-based to brand-based trait inferences is stronger with the simultaneous [sequential] presentation of face and brand that match [mismatch] on personality traits demonstrating an assimilation [contrast] boost effect. Study 5, which combines behavioral with brain imaging methodology, confirms that the assimilation boost effect, not the contrast boost effect, is reflected in the activation of the cingulate gyrus, a brain area that emotionally triggers brand choice. Guidelines focus on how managers can boost trait inferences and stimulate behavior by coordinating the brand's personality with specific holistic face types and sequence of exposure.