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Please use this identifier to cite or link to this item: http://hdl.handle.net/1807/32940

Title: The Effect of Face-to-face Interactions on Chocie: The Role of Expressiveness
Authors: Liu, Wenjing
Advisor: Soman, Dilip
Department: Management
Keywords: Face-to-Face Interactions
Judgement and Decision Making
Consumer Research
Issue Date: 5-Sep-2012
Abstract: This thesis examines the role of face-to-face interactions on individual choice. In particular, I explore the effect of face-to-face requests (compared to other forms of requests) on compliance. I propose that individuals expect facial feedback from their interactive partner in response to their decisions and behaviors in face-to-face interactions. In an effort to avoid anticipated negative feedback, people comply with the request. Drawing from literature on compliance, the face, face-to-face interactions, empathy, and anticipation, I develop and test this proposed theoretical account in five experiments. 1) Experiment 1 demonstrates the effect of face-to-face interactions on compliance with requests relative to other forms of making the requests and rules out some alternative explanations. 2) Experiment 2 replicates the effect in a real world setting, and shows that the effect can be moderated by sensitizing individuals to the face. 3) Experiment 3 shows that the effect can be moderated by facial expressiveness and sensitivity to face. Experiment 3 also shows that anticipation of feedback (rather than actual feedback) drives the effect. 4) Experiment 4 shows that the effect can be moderated by the expressiveness, timeliness, and consistency of facial feedback. It provides further evidence for the role of anticipated facial feedback. 5) Experiment 5 shows that individuals strategically choose different modes of interaction (i.e., face-to-face or impersonal) as a function of the feedback they expect to receive. Theoretically, this thesis provides a new understanding of how face-to-face interactions and facial expressiveness impact individual choice. In contrast to previous research, I examine the feedback mechanism that such interactions create, and the role of facial expressiveness. By providing an account in which the anticipation of feedback plays a role, this research provides a way of extending the effect of face-to-face interactions on individual compliance to faceless transactions. Moreover, I identify and test the effect of three dimensions of facial expressiveness on individual choice, thereby adding to marketing literature, compliance literature, and communication literature. The current research has managerial implications in personal selling, customer service, employee training, and online transactions.
URI: http://hdl.handle.net/1807/32940
Appears in Collections:Doctoral

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