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In Good Times and Bad, Looks Matter

Execs' trustworthy appearance can mislead consumers

By Katherine Thompson,  Newser Staff

Posted Jul 21, 2008 1:07 PM CDT
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(Newser) – Did so many people believe IndyMac CEO Michael Perry's assurances that his company was doing fine because of his baby face? A forthcoming study suggests that soft features like "large eyes, small nose, high forehead and small chin," engender more favorable bias in viewers, the Washington Post reports. The effect only goes so far, however.

"Even a baby face can't get away with murder," says one of the study's authors. The researchers told people about a fictional corporate scandal, accompanied by a picture of a CEO with digitally altered features. Those who saw the more babyish face were more likely to believe the executive's protestations of innocence, but only for the less severe scenarios.

People enter IndyMac Federal Bank Monday, July 14, 2008, in Pasadena, Calif., as customers lined up to pull as much money as they could from the failed financial institution.
People enter IndyMac Federal Bank Monday, July 14, 2008, in Pasadena, Calif., as customers lined up to pull as much money as they could from the failed financial institution.   (AP Photo/Nick Ut)
Mike Perry's large eyes, small nose, high forehead and small chin, may make him seem more trustworthy, say consumer psychologists.
Mike Perry's "large eyes, small nose, high forehead and small chin," may make him seem more trustworthy, say consumer psychologists.   (IndyMac)
Was IndMac executive Michael Perry's babyfaced innocence sending misleading signals of trustworthiness to investors?
Was IndMac executive Michael Perry's babyfaced innocence sending misleading signals of trustworthiness to investors?   ((c) kps186media)
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CEO • IndyMac • appearances • subprime crisis • consumer psychology • corporate execs

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