Category Archives: Personal Brand

Personal Brand

Plastic Surgery Changes Perceived Personality Traits

Michael J. Reilly

Michael J. Reilly

People often evaluate others using facial profiling making inferences of personality attributes by visual observation, according to Georgetown University Hospital’s Michael J. Reilly, Jaclyn A. Tomsic and Steven P. Davison, collaborating with Stephen J. Fernandez of MedStar Health Research Institute.
This cognitive shortcut can lead to biased impressions and limited opportunities for those unfavorably judged.

Jaclyn A. Tomsic

Jaclyn A. Tomsic

The research team asked observers to rate women’s personality and character traits following plastic surgery procedures between 2009, and 2013 including:

  • Chin implant,
  • Eyebrow-lift,
  • Lower blepharoplasty (lower eye lift),
  • Upper blepharoplasty (upper eye lift),
  • Neck-lift,
  • Rhytidectomy (face-lift).

Judges assigned higher scores for likeability, social skills, attractiveness, and femininity following plastic surgery compared with their pre-surgery ratings.

Michael Reilly-Preoperative-Postoperative photosPreoperative and postoperative photographs of 30 women exhibiting “well-matched neutral facial expressions” were split into 6 groups, each with 5 preoperative and 5 postoperative photographs of different participants.

Steven Davison

Steven Davison

At least 24 raters, unaware that participants had plastic surgery procedures, evaluated each photograph on a 7-point scale for:

  • Aggressiveness,
  • Extroversion,
  • Likeability,
  • Risk-seeking,
  • Social skills,
  • Trustworthiness,
  • Attractiveness.

Reilly’s team noted that these surgical procedures provided cosmetic improvements to two regions crucial to expressing and interpreting emotions: eyes and mouth.

Michael Reilly - Pre-Post 2They concluded that:
“The eyes are highly diagnostic for attractiveness as well as for trustworthiness which may explain why, in our patient population, patients undergoing lower (eyelid surgery) were found to be significantly more attractive and feminine, and had a trend toward improved trustworthiness as well.”

“The corner of the mouth is the diagnostic region for both happy and surprised expressions and plays an important role in the perception of personality traits, such as extroversion.
“A subtle upturn of the mouth and fullness in the cheeks can make a person look more intelligent and socially skilled.
“This appearance may explain why patients undergoing a facelift procedure … are found to be significantly more likeable and socially skilled postoperatively.”

Paul Ekman

Paul Ekman

These results validate empirical findings that people make trait inferences based on facial appearance and structural resemblance to standard emotional expressions, described by University of San Francisco’s Paul Ekman.

Volunteers attributed personality traits to neutral faces when they detected a resemblance to standard emotional expressions, reported Princeton’s Christopher P. Said and Alexander Todorov with Nicu Sebe of University of Trento in their study applying a Bayesian network classifier trained to detect emotional expressions in facial images.

Christopher P. Said

Christopher P. Said

Neutral faces perceived as positive resemble typical facial expressions of happiness, whereas faces seen as negative resemble facial displays of disgust and fear.
Faces viewed as threatening resemble facial expressions of anger.

Trait inferences result from overgeneralization in emotion recognition systems, which typically extract accurate information about a person’s emotional state.

Nicu Sebe

Nicu Sebe

However, faces that bear subtle resemblance to emotional expressions can lead to misattributed personality traits and biased impressions.
These judgments can change for the better when a person’s appearance changes after plastic surgery.

-*To what extent do people’s personality traits seems different following plastic surgery?

-*How often are people treated differently following plastic surgery?

*What are ways to avoid confusing emotional expressions with personality traits?

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Women’s Self-Advocacy: Self-Promotion and Violating the “Female Modesty” Norm

Corinne Moss-Racusin

Corinne Moss-Racusin

Many women experience anxiety when required to showcase their accomplishments and skills, yet many in the U.S. have repeatedly heard that self-promotion, personal marketing, and “selling yourself” are required to be recognized and rewarded at work.

Gender norms about “modesty” contribute to women’s discomfort in highlighting their accomplishments.
These unspoken rules include holding a moderate opinion of one’s skills, lacking pretentiousness, minimizing responsibility for success, and accepting responsibility for failure.

Laurie Rudman

Laurie Rudman

In contrast, many American men freely share their skills, which leads others to see them as “competent,” “capable,” and “confident.”
In fact, this norm is associated with “backlash” against men who adopt the “modesty” norm and do not advertise their successes, according to Skidmore’s Corinne Moss-Racusin, Julie Phelan of Langer Research Associates, and Rutgers’ Laurie Rudman.

Women from cultures that value cooperation, collaboration, and collective accomplishment over individual recognition have even greater challenges adopting local career advancement strategies.

Marie‐Hélène Budworth

Marie‐Hélène Budworth

Yet, conforming to these norms limits women’s career advancement, found York University‘s MarieHélène Budworth and Sara L. Mann of University of Guelph.

Deborah A. Small

Deborah A. Small

Women who adhere to implicit “female modesty” expectations experience this career handicap because they are less likely to ask for promotions and raises.
This reluctance to ask contributed to women’s long-term pay disparity in research by University of Pennsylvania’s Deborah A. Small, Linda Babcock of Carnegie Mellon University, University of Maryland’s Michele Gelfand and Hilary Gettman.

Peter Glick

Peter Glick

However, if women violate “modesty norms”, they can experience discrimination in hiring, promotion, and wages, reported Rutgers’ Rudman and Peter Glick of Lawrence University.
In addition, they can also experience other adverse interpersonal consequences, noted Yale’s Victoria Brescoll.

Mark Zanna

Mark Zanna

People who violate norms typically experience situational arousal including discomfort, anxiety, fear, nervousness, perspiration, increased heart rate, according to University of Waterloo’s Mark Zanna and Joel Cooper of Princeton.

However, if women attribute this physical activation to something other than the norm violation, they were more likely to:

Jessi L Smith

Jessi L Smith

Despite women’s career “double bind,” targeted interventions can help women to communicate more effectively about their successes, noted Montana State University’s Jessi L. Smith and Meghan Huntoon.

More than 75 women wrote sample essays for a merit-based “scholarship” valued up to USD $5,000.
One group was composed essays about their own accomplishments whereas another group wrote about another person’s accomplishments.

Andrew Elliott

Andrew Elliott

They also completed Achievement Goal Questionnaire – Revised by University of Rochester Andrew Elliot and Kou Murayama of Tokyo Institute of Technology to evaluate “performance approach” and “performance avoidance.”

The laboratory contained a black box described as a “subliminal noise generator.”
Half the volunteers were told the box produced “inaudible but potentially uncomfortable ultra-high frequency noise,” and they were later asked to evaluate “the effects of extraneous distractions on task performance.”
The remaining participants received no information about the black box.

Victoria Brescoll

Victoria Brescoll

Women who could attribute their experience to the “noise generator” produced higher-quality, more convincing descriptions of their achievements, measured by being “awarded” significantly higher scholarships prizes – up to USD $1,000 more.
These women also said they were more interested in the task, which is typically associated with greater intrinsic motivation to showcase personal accomplishments.

In contrast, women who violated the “modesty” norm without reference to the “noise generator” said they were:

  • Less interested in describing their achievements,
  • Negatively evaluated their performance,
  • Produced lower-quality essays,
  • More likely to fear failure 
    than when they advocated for another woman.

Women perceived as displaying their accomplishments in essays were negatively evaluated by judges, who “awarded” an average of USD $1,500 less to people wrote about their own accomplishments rather than about someone else’s.

Leon Festinger

Leon Festinger

One “workaround” for women’s double bind is to reciprocally advocate for female colleagues.
This strategy highlights women’s accomplishments as organizational policies evolve to support and encourage women’s self-promotion.
An example is Google’s self-nomination process for advancement and promotion, coupled with reminder emails to submit self-nominations.

When women reconstrue self-promotion, “selling” and “marketing” professional accomplishments as “part of the job,” they tend to experience less cognitive dissonance and perform more effectively when showcasing their capabilities.

  • How do you manage the norm against women “bragging” and showcasing their accomplishments?

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Brand You: Pronounceable Names are More Likeable, Maybe More Hireable

Simon Laham

Simon Laham

Personal names, like brands, evoke inferences about likability and specific characteristics, like gender, ethnicity, social class, intellectual competence, masculinity-femininity, and even personality characteristics, according to University of Melbourne’s Simon M. Laham, Peter Koval of University of Leuven, and NYU’s Adam L. Alter.

Peter Koval

Peter Koval

They argue that these assumptions affect impression formation and may lead to bias.

More than 20 years ago, UCLA’s Albert Mehrabian began investigating the impact of personal names and developed the Name Connotation Profile to assess attributions to specific names.

Albert Mehrabian

Albert Mehrabian

He concluded that “people with desirable or attractive names are treated more favorably by others than are those with undesirable or unattractive names,” base on findings from more than ten studies.

Personal names are also associated income and educational attainment, reported Saku Aura of University of Missouri, collaborating with Claremont McKenna College’s Gregory D. Hess.

Saku Aura

Saku Aura

They evaluated the relationship among “first name features” (FNF) including:

  • “Popularity” (frequency),
  • Number of syllables,
  • Phonetic features,
  • Scrabble score (?),
  • “Blackness” (fraction of people with that name who are African-American),
  • “Exogenous” background factors (sex, race, parents’ education).
Gregory Hess

Gregory Hes

In addition, Aura and Hess scrutinized associations between first names and “lifetime outcomes” including:

  • Financial status,
  • Occupational prestige,
  • Perceived social class,
  • Education,
  • Happiness,
  • Becoming a parent before age 25. 



First name features predicted education, happiness and early fertility, which were also related to labor market productivity.
However, workforce productivity can be reduced when discriminatory decisions about names reduce labor market participation, such as for names rated for “blackness.”

Marianne Bertrand

Marianne Bertrand

University of Chicago’s Marianne Bertrand and Sendhil Mullainathan of Harvard documented this effect when they found that name discrimination affects hiring decisions. 
 Job applicants with “African American-sounding” names were less likely to be invited for a job interview than a person with a “White-sounding” name.

Sendhil Mullainathan

Sendhil Mullainathan

Bertrand and Mullainathan responded to help-wanted ads in Boston and Chicago newspapers by sending fictitious resumes containing “African-American” or “White” names.

They found that “White name” candidate received 50% more interview invitations across occupation, industry, and employer size.
This bias was centered more on inferred race than social class, suggesting that discrimination in hiring practices persists but has become more subtle, and perhaps even unconscious.

Claire Etaugh

Claire Etaugh

Another form of name discrimination is women who take their husband’s surname.
They are typically seen as less “agentic” and more “communal” than those who retain their own names, noted Bradley University’s Claire E. Etaugh, Myra Cummings-Hill, and Joseph Cohen with Judith S. Bridges of University of Hartford.
These attributions are usually associated with stereotypic “feminine” attitudes and behaviors, which can slow career advancement.

David Figlio

David Figlio

Gender-based name discrimination can affect males as well:  Gender-incongruous names seem to invoke social penalties for boys, according to Northwestern’s David Figlio.

He reported that boys who had names usually associated with girls were more likely to be expelled from school after disruptive behavior beginning in middle school.

Daniel Y Lee

Daniel Y Lee

In related findings, Shippensburg University’s David E. Kalist and Daniel Y. Lee found that people with unusual names (less “popular”) were more likely to have juvenile delinquency experiences.

These finding suggest that unusual names may provoke negative and stigmatizing attributions, which can lead to confirmatory behaviors that lead to asocial acts.

Besides racial and ethnic associations with names, some are easier for English speaking people to pronounce.

Adam Alter

Adam Alter

Easy-to-say names are judged more favorably than difficult-to-pronounce names, in related findings by LahamKoval, and Alter.

In fact, they found that people with easier-to-pronounce surnames occupy higher status positions in law firms, demonstrating the importance of “processing fluency”- the subjective ease or difficulty of a cognitive task – when forming an impression.

Laham and team pointed to the “hedonic marking hypothesis,” that posits “processing fluency” automatically activates a positive emotional reaction, which is then attributed to the evaluated “stimulus object” – a person’s name.

They noted that pronouncability strongly influences likeability and other evaluations, and can lead to decision bias, as in hiring choices.

Names matter, whether for products or people, because they carry emotional and cognitive associations that may bias impressions and decisions.

-*How have you modified your name?

-*What have been the effects on how others perceive you?
Your occupational opportunities?

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Clothing Influences Thinking and Behavior, not Just Others’ Perceptions

A previous post highlighted the influence of the body on thinking, through “embodied cognition.”

Hajo Adam

Hajo Adam

An extension of this idea is “unclothed cognition,” the impact of clothing on thinking and behavior, according to Rice University’s Hajo Adam and Adam Galinsky of Northwestern University.

Adam and Galinsky considered the symbolic meaning of clothing and wearer’s physical experience by evaluating the impact of wearing a lab coat on participants’ task performance.

Adam Galinsky

Adam Galinsky

Before the experiments, volunteers said in a survey that they associated “attentiveness” and “carefulness” with “a lab coat.”
Next, participants completed a Stroop Test, a task that requires selective attention to differentiate words in incongruent colors (“red” presented in green letters), while wear a lab coat or their street clothes.

Volunteers performed better when they wore a lab coat than when they completed the same tasks while wearing street clothes.

In other experiments, Adam and Galinsky described the lab coat to some participants as a “doctor’s coat” and to others as a  “painter’s coat.”
Volunteers who wore a “doctor’s coatperformed better on sustained attention tasks and were better able to discriminate features in nearly-similar images, than those who wore a  “painter’s coat.” 

Joshua Davis

Joshua Davis

Clothing’s symbolic meaning as visual communication can influence the viewer’s attributions and the wearer’s behavioral alignment with the role suggested by clothing, argued Joshua I. Davis of Barnard College, who studied the effect of BOTOX injections on emotional experience.

Sandra Forsythe

Sandra Forsythe

Clothing’s impact on others’ evaluation of the wearer was further detailed by Sandra Forsythe, now of Auburn University collaborated with University of Tennessee’s Mary F. Drake, and Charles E. Cox.
They videotaped simulated job interviews of women wearing various styles of dress, and found that more than 75 human resources professionals recommended hiring female job applicants who wore more “masculine” attire than those wearing other styles of dress.

Norah Dunbar

Norah Dunbar

Clothing’s influence on the viewers’ impression of others’ credibility was investigated by University of Oklahoma’s Norah E. Dunbar and Chris Segrin of University of Arizona guided by their colleague Judee Burgoon‘s expectancy violation theory.

Chris Segrin

Chris Segrin

Two instructors gave lectures in undergraduate college classes, wearing either expected “appropriate” attire for this role, or wearing unconventionally casual clothing.
The instructors also provided either high interpersonal support or less rewarding interactions.

Judee Burgoon

Judee Burgoon

Dunbar and Segrin found that students were less influenced by unexpected attire when the instructor provided more social rewards.
They suggested that interpersonal demeanor can be even more influential than clothing in determining impressions of credibility and likability.

Similarly, the impact of clothing on judgments of competence and achievement for both students and teachers in Ohio high schools was demonstrated in research by Bowling Green State’s Dorothy Behling with Elizabeth Williams.

Anat Rafaeli

Anat Rafaeli

Clothing’s influence on impression formation and related organizational dynamics is based on attributes, homogeneity and conspicuousness, posited Anat Rafaeli of Technion, and Boston College’s Michael Pratt.

Michael Pratt

Michael Pratt

Clothing has been considered an important influence on others’ perception of the wearer, and Adam and Galinsky’s studies offer evidence that clothing can affect the wearer’s actual task performance.

-*How has clothing changed your workplace behavior and performance?
-*How do others treat you different depending on your attire?

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Women’s Branding – Impact of Rebranding at Marriage, Divorce

Oscar Wilde

Oscar Wilde

Playwright, esthete, and bon vivant Oscar Wilde anticipated current attention to personal branding in his comment, “Names are everything.”

It is well-known that women who change their names at marriage are more difficult to find and connect to their pre-marriage professional accomplishments.
This is a “Brand Equity Risk,” and may result in reduced “personal brand value.

However, “rebranding” at marriage was prevalent among about 19,000 women who married in 2012, surveyed by TheKnot.com and www.WeddingChannel.com.
A significant majority – 86 percent – changed their birth names to their husband’s surname, with just 14% choosing another option such as:

  • Retaining their original name (<8%),
  • Hyphenating both partners’ last names (6%),
  • Creating a new surname, often from parts of each partner’s name.
Brian Powell

Brian Powell

Just three years before, Indiana University’s  Brian Powell and Laura Hamilton of University of California – Merced, found that that significantly fewer respondents – 71 percent of 815 survey participants – believed a woman should change her name at marriage, and half of those said it should be legally required.

Laura Hamilton

Laura Hamilton

This suggests that there is an increasing sentiment toward rebranding at marriage.

Richard Kopelman

Richard Kopelman

However, Baruch College’s Richard Kopelman, with  Rita Shea-Van Fossen of Ramapo College, Eletherios Paraskevas, Sacred Heart University’s Leanna Lawter, and David Prottas of Adelphi University, reported significantly decreasing incidence of women changing birth names at marriage from the 1990s to the 2000s. 

Claudia Goldin

Claudia Goldin

Likewise, Harvard’s  Claudia Goldin and Maria Shim, found a similar trend in their evaluation of  New York Times‘ marriage announcements, Massachusetts birth records, and Harvard alumni records: Fewer college-educated women kept their birth names in 2004 than in the 1970s and 1980s.

Maria Shim

Maria Shim

They noted that older brides and those who graduated from elite educational institutions were more likely to retain their original names, as were  those with occupations in arts, writing, and media.

Rita Shea-Van Fossen

Rita Shea-Van Fossen

Wayne State University’s Ernest Abel and Michael Kruger echoed Goldin and Shim’s finding that older brides are more likely to retain their original “brand.”

Ernest Abel

Ernest Abel

Women who married between ages 35 and 39 were six times more likely to keep their original names than women who married when they were 20 to 24 years old, reported Abel and Kruger in their analysis of 2575 wedding announcements in the New York Times.
They found that women who married in 2007–2008 were three times more likely to retain their birth names than those married in 1990–1991.

Stephanie Coontz

Stephanie Coontz

Diana Boxer

Diana Boxer

Stephanie Coontz of Evergreen College said that many of the women who changed their names in the 1970s did so as a counterpoint to marital inequality in obtaining credit, renting an apartment, and owning real property.
Other cross-cultural gender-specific identity practices were outlined by University of Florida’s Diana Boxer and Elena Gritsenko’s Women and surnames across cultures: reconstituting identity in marriage.

Education, age, religious affiliation, cultural traditions, and sentiment seem to over-ride typical advice for building a brand:  Repeated exposure to a consistent message over time.
Brand strategists who consider threats to corporate brand value could contribute to post-marriage rebranding decision-making by quantifying the potential long-term financial impact of women’s  nominal changes after marriage and marital dissolution.

-*What are the benefits to personal brand value of keeping or changing original names?

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When Appearance Matters for Career Development

Linda Jackson

Linda Jackson

Numerous social science studies link perceived attractiveness with perceived competence and likeability, including a meta-analysis by Michigan State University’s Linda JacksonJohn E. Hunter and Carole N. Hodge.
They found that physically attractive people are perceived as more intellectually competent, based on their research on “status generalization” theory and “implicit personality” theory.

Women who wore cosmetics were rated more highly for attractiveness, competence, likability and trustworthiness when viewed for as little as 250 milliseconds.
However, when raters looked at the faces for a longer period of time, ratings for likability and trustworthiness changed based on specific makeup looks even though volunteers accurately distinguished between judgments of facial trustworthiness and attractiveness.

Nancy Etcoff

Cosmetics differentially affected automatic and deliberative judgments, found Massachusetts General Hospital’s Nancy Etcoff and Lauren E. Haley collaborating with Shannon Stock of Dana Farber Cancer Institute and Boston University’s David M. House as well as Sarah A. Vickery of Procter & Gamble.

Sarah Vickery

Sarah Vickery

Attractiveness was significantly related to positive judgments of competence, but had a less systematic effect on perceived social warmth.
Integrating these findings, the team concluded that attractiveness “rivets attention, and impels actions that help ensure the survival of our genes.”

Although most people recognize the bias inherent in assumptions that attractive people are competent and that unattractive people are not, this correlation is important in impression management in the workplace, as well as in the political arena.

-*Where have you seen appearance exert an influence in workplace credibility, decision-making and role advancement?

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Women Who Express Anger Seen as Less Influential

Jessica Salerno

Jessica Salerno

Men, but not women, who expressed anger were more likely to influence their peers in computer-mediated mock jury proceedings, evaluated by Arizona State University’s Jessica Salerno and Liana Peter-Hagene of University of Illinois.

In fact, they found that women who expressed anger are seen as less influential, reinforcing trends reported in a previous blog post.

Liana Peter-Hagene

Liana Peter-Hagene

More than 200 U.S. jury-eligible volunteers reviewed a presentation summarizing opening and closing statements in a homicide, and related eyewitness testimonies, crime scene photographs, and an image of the alleged weapon.

Participants rendered an initial guilty or not guilty verdict, then exchanged instant messages by computer, with “peers” who were said to be deliberating their verdict decisions.

In fact, “peer” messages were scripted, with four of the fictional jurors agreeing with the participant’s verdict, and one disagreeing.
The dissenting participant had a male user name or a female user name or a gender-neutral name.

Victoria Brescoll

Victoria Brescoll

Half of the dissenting “jurors”, both male and female, sent messages containing no emotion, anger, or fear.
These communications had no influence on participants’ opinions.
However, participants’ confidence in their verdict decision dropped significantly even when their vote was shared by the majority of other “jurors” but when a single “male dissenter” sent angry messages, characterized by “shouting” in all capital letters.

In contrast, volunteers became more confident in their initial verdict decisions when their vote was echoed by the majority of other participants.
These participants’ assurance was not significantly diminished when a single female dissenter responded with angry emotional message, suggesting that “females” expressing the same angry message as males were discounted and contributed to greater conviction in the shared decision.

Eric Luis Uhlmann

Eric Luis Uhlmann

Previously, Yale University’s Victoria Brescoll and Eric Luis Uhlmann, now of HEC Paris School of Management, demonstrated that both male and female evaluators conferred lower status on angry female professionals, regardless of the actual occupational rank, compared with angry male professionals.

They reported that evaluators assigned lower status to female CEOs as well as to female trainees when they expressed anger, despite these women’s varying job role statuses.

Kristi Lewis Tyran

Kristi Lewis Tyran

In addition, men who expressed anger in a professional context were conferred higher status than men who expressed sadness.
Likewise, women who expressed anger and sadness were rated less effective than women who shared no emotion, according to Kristi Lewis Tyran of Western Washington University.

Evaluators judged men’s angry reactions more generously, attributing these emotional expressions to understandable external circumstances, such as having external pressure and demands.

This differential judgment of anger by men and women suggests that women who do not regulate their emotional expressions are more harshly evaluated because their behaviors deviate from expected societal, gender, and cultural norms.

-*What impacts and consequences have you observed for women and men who express anger at work?

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