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Facial Trustworthiness Influences Age Differences in Visual Attention Toward Credible Versus Non-credible Messages
Nicole Long Ki Fung1, Helene H Fung1, Li Chu1,2
1Department of Psychology, The Chinese University of Hong Kong, Hong Kong, Hong Kong.
Innovation in Aging
|July 17, 2023
Summary
Older adults are more susceptible to fraud because increased facial trustworthiness in ads reduces their ability to discern credible information, unlike younger adults. This impacts consumer decision-making and buying intentions.
Area of Science:
- Consumer Psychology
- Aging and Decision-Making
- Behavioral Economics
Background:
- Existing literature suggests older adults make less optimal buying decisions compared to younger adults.
- A contributing factor is older adults' tendency to perceive salespersons' faces as more trustworthy.
Purpose of the Study:
- To directly compare the effect of perceived facial trustworthiness on buying intention in younger and older adults.
- To investigate if facial trustworthiness disrupts older adults' attention to credible information more than younger adults.
- To identify mechanisms behind age-related differences in consumer decision-making.
Main Methods:
- Recruited 92 younger adults (18-37 years) and 83 older adults (60-82 years).
- Participants viewed advertisements for 32 products.
- Eye-tracking technology measured attention (fixation duration) to ad content varying in information credibility and salesperson's facial trustworthiness.
Main Results:
- Both age groups exhibited higher buying intentions with increased ad credibility and facial trustworthiness.
- Lower facial trustworthiness led to greater attention for credible content in both groups.
- Facial trustworthiness diminished older adults' ability to discriminate between credible and non-credible content, unlike younger adults.
Conclusions:
- Facial trustworthiness enhances buying intention across age groups but impairs older adults' attention to information credibility.
- This age-specific attentional deficit linked to facial trustworthiness offers a mechanism for increased fraud vulnerability in older adults.
- Findings highlight the need for targeted consumer protection strategies for the aging population.
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