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Article
Publication date: 12 May 2022

Hyunkyu Jang

This research aims to examine whether the facial appearances and expressions of Airbnb host photos influence guest star ratings.

Abstract

Purpose

This research aims to examine whether the facial appearances and expressions of Airbnb host photos influence guest star ratings.

Design/methodology/approach

This research analyzed the profile photos of over 20,000 Airbnb hosts and the guest star ratings of over 30,000 Airbnb listings in New York City, using machine learning techniques.

Findings

First, hosts who provided profile photos received higher guest ratings than those who did not provide photos. When facial features of profile photos were recognizable, guest ratings were higher than when they were not recognizable (e.g. faces too small, faces looking backward or faces blocked by some objects). Second, a happy facial expression, blond hair and brown hair positively affected guest ratings, whereas heads tilted back negatively affected guest ratings.

Originality/value

This research is the first, to the best of the authors’ knowledge, to analyze the facial appearances and expressions of profile photos using machine learning techniques and examine the influence of Airbnb host photos on guest star ratings.

Details

Journal of Consumer Marketing, vol. 39 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 9 June 2021

Hyunkyu Jang

This paper aims to examine the influence of personal distress on donor choice of happy- or sad-faced child in two donation contexts, monetary donations and child sponsorships.

Abstract

Purpose

This paper aims to examine the influence of personal distress on donor choice of happy- or sad-faced child in two donation contexts, monetary donations and child sponsorships.

Design/methodology/approach

This research conducted two experimental studies, in which participants chose a child to benefit out of eight needy children.

Findings

More people chose sad-faced children than happy-faced children in monetary donations, whereas in child sponsorships, the preference for sad-faced over happy-faced children disappeared: people chose happy-faced children as often as they chose sad-faced children.

Originality/value

This research distinguishes between two types of personal distress, experienced and anticipated distress, explaining why donor choices of child differ between monetary donations (where only experienced distress is present) and child sponsorships (where both experienced and anticipated distress are present).

Details

Journal of Social Marketing, vol. 11 no. 4
Type: Research Article
ISSN: 2042-6763

Keywords

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