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  • 2017

  • Söderlund, Magnus; Sagfossen, Sofie (2017): The depicted service employee in marketing communications. An empirical assessment of the impact of facial happiness. In: Journal of Retailing and Consumer Services 38, S. 186-193. DOI: 10.1016/j.jretconser.2017.06.006

    Abstract: Employees are often depicted in service firms' marketing communications material. This study examines one particular aspect of such depictions: the signaling of happiness in terms of the employees' facial expressions. It is assumed that depicted faces transmit emotional signals, that receivers are hardwired to react to such signals, and that the emotional signals influence the outcomes of the receivers' information processing activities. Our empirical results show that this was indeed the case: employee display of happiness was positively and significantly associated with employee evaluations. The contribution of employee happiness remained significant when other characteristics of the depicted face (e.g., attractiveness) were controlled for. Our results also show that employee evaluations had a positive impact on the overall evaluation of the offer of the employee's firm, and that the employee evaluations mediated the association between employee display of happiness and the evaluation of the offer.

    Keywords: Ähnlichkeit des Gefühlszustands, Ansteckung, Attraktivität, Contagion Effects, dominance, Emotionale Ansteckung, Emotionen, Gestik, Lächeln, Mimik, schönheit, Sozialpsychologie, Übermitteln von Gefühlen
  • Zhang, Wei; He, Xianyou; Lai, Siyan; Wan, Juan; Lai, Shuxian; Zhao, Xueru; Li, Darong (2017): Neural substrates of embodied natural beauty and social endowed beauty. An fMRI study. In: Scientific reports 7 (1). DOI: 10.1038/s41598-017-07608-8

    DOI: http://www.ncbi.nlm.nih.gov/pubmed/28769082 

    Abstract: What are the neural mechanisms underlying beauty based on objective parameters and beauty based on subjective social construction? This study scanned participants with fMRI while they performed aesthetic judgments on concrete pictographs and abstract oracle bone scripts. Behavioral results showed both pictographs and oracle bone scripts were judged to be more beautiful when they referred to beautiful objects and positive social meanings, respectively. Imaging results revealed regions associated with perceptual, cognitive, emotional and reward processing were commonly activated both in beautiful judgments of pictographs and oracle bone scripts. Moreover, stronger activations of orbitofrontal cortex (OFC) and motor-related areas were found in beautiful judgments of pictographs, whereas beautiful judgments of oracle bone scripts were associated with putamen activity, implying stronger aesthetic experience and embodied approaching for beauty were elicited by the pictographs. In contrast, only visual processing areas were activated in the judgments of ugly pictographs and negative oracle bone scripts. Results provide evidence that the sense of beauty is triggered by two processes: one based on the objective parameters of stimuli (embodied natural beauty) and the other based on the subjective social construction (social endowed beauty).

    Keywords: ACTIVATION, APPRAISAL, ATTRACTIVENESS, Attraktivität, beauty, Beeinflussung der Bewertung moralischer Urteile, Bewertung von sozialem Verhalten (/sozialer Angemessenheit), BRAIN, CORTEX, Disziplin, Einfluss von ästhetischer Vorprägung/Erziehung, FACES, interdisziplinär, Kulturtheorie, LATERALIZATION, Observablen/Kriterien für sozial angemessenes Verhalten und dessen Bewertung, PAINTINGS, Psychologie, schönheit, Schönheit/Attraktivität, script, social endowered beauty, sozial konstruiert, soziale Konstruktion, SYMMETRY, VISUAL AESTHETIC PERCEPTION
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