It’s written all over your face: Facial Trustworthiness in distributive online-negotiations
Mon-A8-Talk III-03
Presented by: Janet Wessler
Humans quickly and automatically infer traits from the facial features of others. Past research showed that these automatic inferences can affect social decision-making. Although trustworthiness and dominance perceptions in general have been shown to impact negotiation processes and outcomes, it remains an open question whether facial features related to these dimensions impact negotiations. In the current study, we hypothesized that negotiators with a high vs. low facial trustworthiness lead the negotiation opposite to propose counteroffers which are closer to the initial offer anchor (higher anchoring susceptibility), while those with high vs. low facial dominance lead the negotiation opposite to propose counteroffers which are further away from the initial offer anchor (lower anchoring susceptibility). In an online market experiment, N = 140 participants negotiated the price of 32 different products which were presented together with pictures of sellers‘ high vs. low trustworthy and high vs. low dominant faces. Faces with high vs. low trustworthiness indeed led to a higher anchoring susceptibility, while high vs. low dominant faces led to lower anchoring susceptibility. Exploratory analyses showed that backlash effects for stereotypically incongruent faces (trustworthy males and dominant females) did not emerge on the price offer but on perceptions of the seller. The results show that even subtle cues from facial features can affect robust effects like anchoring in distributive online price negotiations.
Keywords: face perception, trustworthiness, dominance, negotiation, anchoring