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- Title
Babyface effects: A double-edged sword in healthcare service evaluations.
- Authors
Chang, Chun‐Tuan; Chen, Cheng‐Xuan
- Abstract
We examine how a doctor's baby-like facial appearance affects people's perceptions and judgments before and after a medical fraud occurs. A 2 (face type: babyfaced vs maturefaced) × 2 (doctor's gender: male vs female) × 2 (doctor's specialty: internal medicine vs surgery) between-subjects experiment was conducted. The results indicate that a babyfaced doctor fares better than a maturefaced doctor in terms of patients' expectations, satisfaction and intended loyalty. However, having baby-like facial features may work against a doctor who is involved in a medical fraud. The severity of a medical fraud is perceived to be greater when it involves either a babyfaced female doctor of internal medicine or a babyfaced male surgeon. After the medical fraud, this altered perception of the fraud's severity leads to reduced patient loyalty. Service evaluations based on the doctor-patient relationship show that the doctor's baby face is a double-edged sword.
- Subjects
PERSONAL beauty; BODY image; JUDGMENT (Psychology); SENSORY perception; PHYSICIANS; SEX discrimination
- Publication
Asian Journal of Social Psychology, 2015, Vol 18, Issue 4, p325
- ISSN
1367-2223
- Publication type
Article
- DOI
10.1111/ajsp.12105