At Face Value: Visual Antecedents of Impression Formation in Servicescapes


Verhoeven, Joost W.M. and Rompay, Thomas van and Pruyn, Ad (2009) At Face Value: Visual Antecedents of Impression Formation in Servicescapes. Advances in Consumer Research, 36 (2009). pp. 233-237. ISSN 0098-9258

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Abstract:Consumers may base employee impressions on physical appearance
and displayed personal objects. In a scenario experiment,
using photos of a physician and a 360-degree panorama of his
consultation room, we examined the effects of appearance and
tangibles on impression formation. Study 1 shows that observers
employ various strategies of combining information from different
sources when forming an impression of the employee’s friendliness
and competence. Whereas previous research has shown that impression
formation based on personal appearances proceeds in an
automatic fashion, the findings of study 2 indicate that impression
formation grounded in the perception of tangibles requires more
elaborate processing
Item Type:Article
Copyright:Association for Consumer Research
Faculty of Behavioural, Management and Social sciences (BMS)
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