Effects of facial features and styling elements on perceptions of competence, warmth, and hireability of male professionals

ABSTRACT

Few studies investigated the effects of facial characteristics on stereotyping in the business context. Using a 2 (beard/no beard) x 2 (acne/no acne) x 2 (tie/no tie) x 2 (eyeglasses/no eyeglasses) between subjects’ design, two representative samples of 364 and 711 participants rated different stimuli of male subjects on dimensions of competence, warmth and hireability. Based on 4,215 observations, results show acne has a negative and eyeglasses a positive effect on both competence and warmth. Wearing a necktie has a positive effect on competence and a negative effect on warmth. Finally, beardedness has a negative effect on warmth. We also observe that competence has a greater effect on hireability than warmth. We discuss the findings in the context of theoretical and managerial implications for male job applicants as well as HR practices.

KEYWORDS:

• Social perception
• competence
• warmth
• facial characteristics
• stereotypes

Disclosure statement

No potential conflict of interest was reported by the authors.

Data availability statement

The data described in this article are openly available in the Open Science Framework at http://osf.io/83hp4

Open Scholarship

This article has earned the Center for Open science badges for Open Materials through Open Practices Disclosure. The materials are openly accessible at http://osf.io/83hp4

Additional information

Notes on contributors

Marc Fetscherin

Dr. Marc Fetscherin is Professor of Marketing, Gelbman Family Chair of International Business and Director of the International Business in the Department of Business (AACSB Accredited) at Rollins College, Florida, USA. Prior his academic career, he was the CEO of Bonfort, a small Swiss luxury company as well as worked as a consultant for McKinsey & Company. Fetscherin’s scholarship is in branding with topics such as brand relationships, brand hate, brand love or human (CEO) branding. His work has appeared in Harvard Business Review, Journal of Business Research, International Journal of Market Research, Journal of Advertising Research, Journal of Consumer Marketing, or Journal of Brand Management among others.

Stacey Tantleff-Dunn

Dr. Stacey Tantleff-Dunn is a licensed clinical psychologist who earned her Ph.D. in Clinical Psychology from the University of South Florida. Dr. Dunn is Professor of Psychology and Director of the Psychology and Organizational Behavior Programs in the Hamilton Holt School at Rollins College in Winter Park, Florida. Her scholarship is in the areas of body image, eating behavior, mindfulness, and compassion.

Arne Klumb

Arne Klumb holds a BSc double degree in International Management from Rollins College / ESB Business School Reutlingen University as well as an MSc in Business Analytics from ESADE Business School. In the near future, Mr. Klumb will commence his career at strategy consulting firm BCG.