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In Good Times and Bad, Looks Matter
Execs' trustworthy appearance can mislead consumers
By Katherine Thompson
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Posted Jul 21, 08 1:07 PM CDT
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(Newser)
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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.