‘Baby-faced chief executives save face better for companies’

May 31st, 2008 - 2:51 pm ICT by admin  

Washington, May 31 (IANS) Pictures of baby-faced chief executives evoke a more favourable response than mature looking ones when companies face a minor crisis in public relations (PR), says a new study. The study has found that the contours of the chief executive officer’s (CEO’s) face could be the key to damage control during such a crisis in a corporation.

Participants in the exercise equated baby-faced CEOs having large eyes, small nose, high forehead and small chin.

However, in more serious situations, especially involving questions of competence, a baby-faced CEO didn’t help the company, the study added.

In the study, participants examined news accounts of fictitious corporate misdeeds and the subjects perceived baby-faced CEOs as more honest.

So, what do the authors of the study advise?

“While there is no panacea for a company suffering a PR crisis, putting the right face on a response might just help save some face.”

“A company can control what face is put on the crisis, and (our) research suggests that the face shape of this person is not a trivial consideration,” said authors Gerald J. Gorn, Yuwei Jiang (both Hong Kong University), and Gita V. Johar (Columbia University).

“In contexts where innocence conveys na

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