Messer, UweUweMesserWölfl, SteffenSteffenWölflFeste, JasminJasminFeste2019-09-192019-07-0520190344-1369https://fis.uni-bamberg.de/handle/uniba/45829Although humanised entities with recognisab-le faces such as brand mascots (e. g., Mr. Peanut, the Nesquik Bunny) are omnipresent in the marketplace, their facial characteristics have not received much attention in the mar-keting literature. We investigate the role of fa-cial width-to-height ratio (fWHR: bizygomatic width divided by upper-face height) for the perception of humanised entities such as mascots. Building on evolutionary research on face perception and stereotyping, the pre-sent research suggests that humanised enti-ties with a lower fWHR (i. e., a narrower face), compared to humanised entities with a higher fWHR (i. e., a wider face), receive more trust from perceivers. This effect occurs because humanised entities with narrower faces are perceived as warmer than those with wider faces. The effect does not occur when the en-tity is feminised. We present two experiments and a correlational study.engFace RatioFacial Width-to-Height RatiofWHRBrand MascotsSocial Categorisationarticle10.15358/0344-1369-2019-2-37https://elibrary.vahlen.de/10.15358/0344-1369-2019-2-37.pdf?download_full_pdf=1&page=1