Research Article
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Trustworthiness of Hosts in Accommodation Sharing: The Effect of Facial Traits and Expressions

Year 2021, , 1 - 28, 01.06.2021
https://doi.org/10.30519/ahtr.765420

Abstract

The purpose of this paper is to reveal the impact of a host's facial traits and expressions on their perceived trustworthiness and preferences among users of accommodation-sharing platforms. The eye movements of 39 participants in the study while responding to the question of how much they would want to stay in each apartment presented on a created platform were recorded using an eye-tracking device in a controlled offline setting. A further online questionnaire was used to collect data about user preferences, to which 226 people responded. The results reveal the human face to be the most significant source of cognizance on accommodation sharing platforms; that hosts with positive profile photos are trusted and preferred more than those with less positive images; and that hosts with high fWHRs are trusted and preferred less than hosts with lower fWHRs. This study introduces a novel and broad approach to the tourism and hospitality field, involving a review and analysis of the relationships of different variables recorded in literature, confirming the universality of facial traits and expressions.

Supporting Institution

Marmara University

Project Number

SOS-B-070317-0120

References

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Year 2021, , 1 - 28, 01.06.2021
https://doi.org/10.30519/ahtr.765420

Abstract

Project Number

SOS-B-070317-0120

References

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  • Bahrick, H. P., Bahrick, P. O., & Wittlinger, R. P. (1975). Fifty years of memory for names and faces: A cross-sectional approach. Journal of Experimental Psychology: General, 104(1), 54–75. https://doi.org/10.1037/0096-3445.104.1.54
  • Bardhi, F., & Eckhardt, G. M. (2012). Access-based consumption: The case of car sharing. Journal of Consumer Research, 39(4), 881–898. https://doi.org/10.1086/666376
  • Barnes, S. J., & Kirshner, S. N. (2021). Understanding the impact of host facial characteristics on Airbnb pricing: Integrating facial image analytics into tourism research. Tourism Management, 83, 104235. https://doi.org/10.1016/j.tourman.2020.104235
  • Belleflamme, P., Lambert, T., & Schwienbacher, A. (2014). Crowdfunding: Tapping the right crowd. Journal of Business Venturing, 29(5), 585–609. https://doi.org/10.1016/j.jbusvent.2013.07.003
  • Bente, G., Baptist, O., & Leuschner, H. (2012). To buy or not to buy: Influence of seller photos and reputation on buyer trust and purchase behavior. International Journal of Human-Computer Studies, 70(1), 1–13. https://doi.org/10.1016/j.ijhcs.2011.08.005
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  • Carré, J. M., & McCormick, C. M. (2008). In your face: Facial metrics predict aggressive behaviour in the laboratory and in varsity and professional hockey players. Proceedings of the Royal Society B: Biological Sciences, 275, 2651–2656. https://doi.org/10.1098/rspb.2008.0873
  • Carré, J. M., McCormick, C. M., & Mondloch, C. J. (2009). Facial structure is a reliable cue of aggressive behavior. Psychological Science, 20(10), 1194–1198. https://doi.org/10.1111/j.1467-9280.2009.02423.x
  • Carré, J. M., Morrissey, M. D., Mondloch, C. J., & McCormick, C. M. (2010). Estimating aggression from emotionally neutral faces: Which facial cues are diagnostic? Perception, 39(3), 356–377. https://doi.org/10.1068/p6543
  • Cassia, V. M., Turati, C., & Simion, F. (2004). Can a nonspecific bias toward top-heavy patterns explain newborns’ face preference? Psychological Science, 15(6), 379–383. https://doi.org/10.1111/j.0956-7976.2004.00688.x
  • Chang, L. J., Doll, B. B., van ’t Wout, M., Frank, M. J., & Sanfey, A. G. (2010). Seeing is believing: Trustworthiness as a dynamic belief. Cognitive Psychology, 61(2), 87–105. https://doi.org/10.1016/j.cogpsych.2010.03.001
  • Cheung, C.-K., & Chan, C.-M. (2000). Social-cognitive factors of donating money to charity, with special attention to an international relief organization. Evaluation and Program Planning, 23(2), 241–253. https://doi.org/10.1016/S0149-7189(00)00003-3
  • Denegri-Knott, J., & Molesworth, M. (2009). “I’ll sell this and I’ll buy them that”: eBay and the management of possessions as stock. Journal of Consumer Behaviour, 8(6), 305–315. https://doi.org/10.1002/cb.295
  • Devue, C., & Grimshaw, G. M. (2017). Faces are special, but facial expressions aren’t: Insights from an oculomotor capture paradigm. Attention, Perception, and Psychophysics, 79(5), 1438–1452. https://doi.org/10.3758/s13414-017-1313-x
  • Eckel, C. C., & Petrie, R. (2011). Face value. American Economic Review, 101(4), 1497–1513. https://doi.org/10.1257/aer.101.4.1497
  • Ekman, P. (1993). Facial expression and emotion. American Psychologist, 48(4), 384–392. https://doi.org/10.1037/0003-066x.48.4.384
  • Ekman, P., Friesen, W. V., & Hager, J. C. (2002). Facial action coding system: the manual. Salt Lake City: UT: Research Nexus.
  • Engell, A. D., Haxby, J. V., & Todorov, A. (2007). Implicit trustworthiness decisions: Automatic coding of face properties in the human amygdala. Journal of Cognitive Neuroscience, 19(9), 1508–1519. https://doi.org/10.1162/jocn.2007.19.9.1508
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There are 83 citations in total.

Details

Primary Language English
Subjects Tourism (Other)
Journal Section Research Article
Authors

Aydin Erden 0000-0002-5124-8335

Yonca Aslanbay This is me 0000-0002-9084-9600

Beril Durmuş 0000-0002-9679-9608

Murat Çinko 0000-0001-8560-7482

Project Number SOS-B-070317-0120
Publication Date June 1, 2021
Submission Date July 7, 2020
Published in Issue Year 2021

Cite

APA Erden, A., Aslanbay, Y., Durmuş, B., Çinko, M. (2021). Trustworthiness of Hosts in Accommodation Sharing: The Effect of Facial Traits and Expressions. Advances in Hospitality and Tourism Research (AHTR), 9(1), 1-28. https://doi.org/10.30519/ahtr.765420


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