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Korean Psychological Journal of Culture and Social Issues

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Vol.17 No.3
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The Power of Reputation: Can Socal Reputation Effect on Likability, Trust and Preference of Interpersonal Relationship?

Korean Psychological Journal of Culture and Social Issues / Korean Psychological Journal of Culture and Social Issues, (P)1229-0661; (E)1229-0661
2011, v.17 no.3, pp.261-285

(2011). The Power of Reputation: Can Socal Reputation Effect on Likability, Trust and Preference of Interpersonal Relationship?. Korean Psychological Journal of Culture and Social Issues, 17(3), 261-285.
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Abstract

In our studies, We defined the concept of social reputation and aimed to estimate the effect of social reputation on likability, trust, preference of interpersonal relationship. To accomplish these goal, photographs of 12 persons(six young unmarried man, six young unmarried women) volunteered were shown to 60 raters, and the one male and one female pictures of scores of facial attractiveness are nearest to median were selected as experimental figures in preliminary study. After this, We asked 260 raters to assess likability, trust, preference of interpersonal relationship after showing raters the chosen pictures of man and woman and telling scenario of positive, negative reputation about these two persons. The outcomes showed that in both men and women, likability, trust, preference of persons who gained positive reputation were significantly higher than persons gained negative reputation. Facial attractiveness was effect on likability, trust, and preference, but effect size of reputation was much higher on likability, interpersonal preference, especially trust level. Also, in three-way ANCOVA results, Woman has showed higher likability and trust than man under the condition of good reputation in both woman was rater and object to be assessed, but on the contrary, likability, trust, and preference of woman were lower than man in either woman was rater or object to be judged under the bad reputation,. Lastly, this study's implications and limitations were discussed.

keywords
social reputation, likability, trust, interpersonal preference, facial attractiveness, 사회적 평판, 호감, 신뢰, 관계형성 선호도, 외모 매력도

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