van Zeeland Eveline, Henseler Jörg
Department of Design, Production & Management, University of Twente, Enschede, Netherlands.
Faculty of Business and Communication, HAN University of Applied Sciences, Nijmegen, Netherlands.
Front Psychol. 2021 Apr 16;12:605926. doi: 10.3389/fpsyg.2021.605926. eCollection 2021.
This study investigates the relative impacts of the facial width-to-height ratio (fWHR) on the first impressions business professionals form of business consultants when seeing their photographs on a corporate website or LinkedIn page. By applying conjoint analysis on field experiment data ( = 381), we find that in a zero-acquaintance situation business professionals prefer low-fWHR business consultants. This implies that they prefer a face that communicates trustworthiness to one that communicates success. Further, we have investigated the words that business professionals use to describe their preferred consultant. These approach motivations help practitioners to improve the picture-text alignment. The results underline the necessity to critically assess the pictures and text used on websites and media platforms such as LinkedIn for business purposes, and to see them as a key element of business and self-communication that can be altered in order to improve business 'mating.'
本研究调查了面部宽高比（fWHR）对商务专业人士在企业网站或领英页面上看到商业顾问照片时形成的第一印象的相对影响。通过对实地实验数据（n = 381）进行联合分析，我们发现，在零熟人的情况下，商务专业人士更喜欢面部宽高比低的商业顾问。这意味着他们更喜欢传达可信赖感的面孔，而非传达成功感的面孔。此外，我们还研究了商务专业人士用来描述他们偏好的顾问的词汇。这些方法动机有助于从业者改善图片与文字的匹配度。研究结果强调了批判性评估网站和领英等媒体平台上用于商业目的的图片和文字的必要性，并将它们视为商业和自我沟通的关键要素，这些要素可以进行调整以改善商业“匹配度”。
