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The Influence of Glasses on the Perception of Professionals from Different Cultural Backgrounds

Schulte, Tom (2018) The Influence of Glasses on the Perception of Professionals from Different Cultural Backgrounds.

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Abstract:A lot of different stimuli might affect how individuals perceive the faces of other individuals. Examples of these stimuli are the cultural background of an observer, but also facial accessories, such as glasses. To find out if and in what way glasses affect the perception of other individuals, 31 marketing professionals judged a total of 66 photos of 22 individuals on the basis of 5 criteria. These criteria are attractiveness, likability, successfulness, intelligence, and trustworthiness. In order to find out if culture influences the perception of individuals wearing glasses, this research has been conducted in the Netherlands and Serbia. In both the Netherlands and Serbia no significant differences could be found between individuals not wearing glasses, individuals wearing rimless glasses, and individuals wearing full-rim glasses. There were however significant differences when comparing the results from the two countries. It became apparent that professionals from Serbia perceive individuals wearing rimless and full-rim glasses to be significantly more successful than professionals from the Netherlands did. It furthermore turned out that Serb professionals perceive individuals without glasses and individuals wearing rimless glasses to be significantly more intelligent than Dutch professionals do.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/75356
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