Cuteness Makes the Sale? How Consumer Responses are Affected by Message Framing and Crowding

This research investigates how a salesperson’s baby face affects consumer product evaluation when considering message framing and environmental crowding. Results from a series of experiments demonstrate the positive effects of babyfacedness either when a prevention-framed message is used in an uncrowded environment or when a promotion-framed message is used in a crowded environment. A baby face backfires when a promotion-framed message is used in an uncrowded environment or when a prevention-framed message is used in a crowded environment. The findings suggest that a salesperson should take advantage of his/her facial features by using the right message frame in different shopping environments.