Cuteness Makes the Sale? The Impacts of Message Framing and Crowding on Consumer Product Evaluation

摘要

1. Will a message framed differently (promotion vs. prevention-framed) by a salesperson enhance or dampen persuasion of the salesperson with a baby face? 2. What is the underlying mechanism explaining the phenomena above? 3. When environmental crowding is further considered, how will consumer product evaluation vary subject to a salesperson's face type (babyfaced vs. maturefaced) and the message frame?