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Trustworthy Faces in Investment Decisions: Separate Impacts of Eyes, Nose, and Mouth

Korean Journal of Social and Personality Psychology / Korean Journal of Social and Personality Psychology, (P)1229-0653;
2010, v.24 no.2, pp.117-131
https://doi.org/10.21193/kjspp.2010.24.2.007


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Abstract

Despite the well-known effects of facial impression on social interaction, little is known about which specific facial components contribute to this process. To address this issue, we designed the present study using a trust game where trustors invest upon a presentation of only a single facial component of the trustees’ faces. 10 high and 10 low trustworthy male faces were chosen from a set of 355 faces based on their normative facial trustworthiness ratings obtained from a pilot study. For the actual experimental stimuli, we isolated three separate facial components (i.e., eyes, nose, and mouth) from each face, obtaining the final 60 images to invest on. Using a 2 × 3 repeated-measures ANOVA, we found the interaction effect of facial trustworthiness (high and low) and facial component (eyes, nose, and mouth) on the amount of investment. Post-hoc tests revealed significantly larger amount of investment for "high” vs. "low” trustworthy faces in the eye trials, but not in the other trials. The present results further confirmed that faces can contribute to the formation of initial trustworthiness, and also suggest that critical signals of trustworthiness can be effectively communicated via the eyes of the trustee and these signals can also guide decisions in situations of financial investment.

keywords
face, eyes, trust game, trustworthiness, investment decision-making, 얼굴, 눈, 신뢰게임, 신뢰성, 투자결정

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Korean Journal of Social and Personality Psychology