The effect of smiling pictures on perceptions of personas

Joni Salminen, Soon Gyo Jung, João M. Santos, Bernard James Jansen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

We analyze the effect of a smile in personas pictures on persona perceptions, including credibility, likability, similarity, and willingness to use. We conduct an online experiment with 2,400 participants using a 16-item survey and multiple persona profile treatments of which half have a smiling photo and half do not. We find that persona profiles with a smiling photo result in an increase in perceived similarity with, likability of, and willingness to use the personas. In contrast, a smile does not increase the credibility of the personas. Our research has implications for the design of persona profiles and adds to previous findings of persona research that the picture choice influences individuals' persona perceptions in profound ways.

Original languageEnglish (US)
Title of host publicationACM UMAP 2019 Adjunct - Adjunct Publication of the 27th Conference on User Modeling, Adaptation and Personalization
PublisherAssociation for Computing Machinery, Inc
Pages75-79
Number of pages5
ISBN (Electronic)9781450367110
DOIs
StatePublished - Jun 6 2019
Event27th ACM International Conference on User Modeling, Adaptation and Personalization, UMAP 2019 - Larnaca, Cyprus
Duration: Jun 9 2019Jun 12 2019

Publication series

NameACM UMAP 2019 Adjunct - Adjunct Publication of the 27th Conference on User Modeling, Adaptation and Personalization

Conference

Conference27th ACM International Conference on User Modeling, Adaptation and Personalization, UMAP 2019
CountryCyprus
CityLarnaca
Period6/9/196/12/19

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All Science Journal Classification (ASJC) codes

  • Software

Cite this

Salminen, J., Jung, S. G., Santos, J. M., & Jansen, B. J. (2019). The effect of smiling pictures on perceptions of personas. In ACM UMAP 2019 Adjunct - Adjunct Publication of the 27th Conference on User Modeling, Adaptation and Personalization (pp. 75-79). (ACM UMAP 2019 Adjunct - Adjunct Publication of the 27th Conference on User Modeling, Adaptation and Personalization). Association for Computing Machinery, Inc. https://doi.org/10.1145/3314183.3324973