題目：Effect of Face-to-Face Interactions on Choice: The Role of Expressiveness

主講人：劉文靜, 加拿大多倫多大學商學院博士生

時間：2009年11月5日星期四，下午13：30—15：00

地點：經管學院 偉倫樓232室講座

語言：英文

摘要：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 offacial 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.