The Influence Of Car Front Face Features On Consumer Preferences

Anthropomorphic is not only exist in the writing,but also in people's daily life.Individuals are often able to perceive human traits in products because of the habitual thinking.Similar to the human face,the researchers believe that the product has a"product face",and consumers can obtain clues about product characteristics from the product face,thereby causing preferences for different products.Facial width-to-height ratio(fWHR)and facial expressions are used as important clues frequently.A typical anthropomorphic product is the front face of a car.Individual can perceive the front face of the car as a human face and obtain information about the characteristics of the car from the features of the front face.Therefore,from the perspective of dominance,this study explores the influence of the fWHR and facial expression of the car's front face on individual preferences.This study was conducted using a combination of questionnaires and experiments.A total of two experiments were included.In experiment 1,the single-factor visa-subjects design was used to explore the effect of fWHR on dominance perception and preference.In experiment 2,the between-subjects design of 2(fWHR:high fWHR/low fWHR)× 2(facial expression:aggressive expression/friendly expression)was used to investigate the effect of the features of the front face on dominance perception and preference.The results showed that:(1)There were significant differences in the dominance perception and preferences of the human faces and front faces between different fWHR.Compared with the low and medium levels of fWHR on the front face,high levels of fWHR has higher dominance perception and preference,and the change trend of the front face of the car is consistent with the human face;(2)The difference in the dominance perception of the front face with aggressive expression and friendly expression is significant.The subjects had higher dominant perception of the aggressive front face of the car,but preferences of different front face expression was not significant;(3)The fWHR and the face expression of the front face has certain interaction on individual's preference;When the car has a low level fWHR,compared with friendly expression,aggressive expression of front face was perceived as higher preference;When the car has a high level fWHR,the subjects' preferences does not exist significant differences in the face expression;(4)In the influence of the fWHR on the individual preference,the dominance mediation was significant.When the front face of the car had a low level fWHR,the dominance mediation on face expression and individual preference was significant.Conclusion:(1)The fWHR of the front face affects the individual's dominance perception and preference.The individual has a higher dominance perception and preference of the front face with a high fWHR;(2)The facial expression of the front face affects the individual's dominance perception.Compared with the friendly expression,the individual has a higher dominant perception of the front face of the aggressive expression;(3)There is a certain interaction between the fWHR and face expression of the front face on the individual preference.When the front face of the car has a low level of fWHR,the individual has a higher preference of the front face with aggressive expression compared with the friendly expression.