As a booming branch of online retailing, live-streaming e-commerce can present abundant information dimensions and diverse forms of expression. Live-streaming e-commerce has enabled online retailers to interact with customers face-to-face, resulting in widespread instances of emotional and impulse buying behavior. Prior research in live-streaming e-commerce has suggested that live streamers’ characteristics, especially the live streamer’s face, can affect customers’ purchase intentions. The present research used questionnaire surveys and an eye tracking experiment to investigate the impact of live streamer’s facial attractiveness on consumer purchase intention for search-based and experience-based products. The questionnaire survey analyzed 309 valid questionnaires and revealed that attractive faces are the key influencing factor driving consumers’ impulse purchase intentions. Moreover, consumers’ emotional experience plays a partial mediating role in the process of live streamers’ faces influencing purchase intention. The eye tracking experiment further explored the mechanism of a live streamer’s facial attractiveness on consumers’ purchase intentions of search-based products and experience-based products from the perspective of visual attention by analyzing 64 valid sets of data. The results showed that attractive faces attract more consumers’ attention and, therefore, increase their purchase intention. Furthermore, there is a significant interaction between product type, the live streamer’s facial attractiveness, and consumers’ purchase intentions. In the case of unattractive live streamers, consumers are more likely to buy search-based products than experience-based products, while the purchase intention does not vary between search-based products and experience-based products in the case of attractive live streamers. The present study provides evidence for ‘beauty premium’ in live-streaming e-commerce and sheds light on the design of the match between live streamers and different types of products.

The major mode conveys positive emotion, whereas the minor mode conveys negative emotion. However, previous studies have primarily focused on the emotions induced by Western music in Western participants. The influence of the musical mode (major or minor) on Chinese individuals’ perception of Western music is unclear. In the present experiments, we investigated the effects of musical mode and harmonic complexity on psychological perception among Chinese participants. In Experiment 1, the participants (N = 30) evaluated 24 musical excerpts in five dimensions (pleasure, arousal, dominance, emotional tension, and liking). In Experiment 2, the participants (N = 40) evaluated 48 musical excerpts. Perceptions of the musical excerpts differed significantly according to mode, even if the stimuli were Western musical excerpts. The major-mode music induced greater pleasure and arousal and produced higher liking ratings than the minor-mode music, whereas the minor-mode music induced greater tension than the major-mode music. Mode did not influence the dominance rating. Perception of Western music was not influenced by harmonic complexity. Moreover, preference for musical mode was influenced by previous exposure to Western music. These results confirm the cross-cultural emotion induction effects of musical modes in Western music.

The present study adopted the breaking continuous flash suppression paradigm (b-CFS) to investigate how Chinese participants process trustworthiness (Experiment 1) and dominance (Experiment 2) at the preconscious level. In addition, we tested whether the gender of a face and the gender of a participant can influence the preconscious processing of facial trustworthiness and dominance. Experiment 1 showed that the least and most trustworthy faces both took significantly less time to break into awareness than neutral faces. In Experiment 2, for female faces, neutral faces took significantly less time to break into awareness than the least and most dominant faces. In both experiments, female faces broke through suppression faster than male faces. In summary, for Chinese participants, the preconscious processing of trustworthiness was not different between male and female faces. However, the preconscious processing of dominance was different between male and female faces.

Previous research suggested that people with attractive voices had an advantage in economic games, even if the voices were only presented for 400 ms. The present study investigated the influence of voice attractiveness on the cooperative trust behavior with longer exposure times to the voices. Event-related potentials (ERPs) were recorded during the feedback outcome evaluation. Participants heard a voice of the partner for 2,040 ms and decided whether to invest to the partner for a possibility to gain more money. The results showed that participants made more invest choices to the attractive partners, replicating the “beauty premium” effect of the attractive voices. Moreover, participants were more likely to invest to male partners. The ERP analysis for the outcome showed that the difference waves of feedback-related negativity (FRN) amplitude were smaller in the attractive voice condition than in the unattractive voice condition, suggesting that the rewarding effect of attractive voices weakened the frustrating feelings of the loss. In sum, the present study confirms that attractive voices with longer presentation durations facilitate cooperative behavior and modulate the processing of feedback evaluations.

The present study employed dictator game and ultimatum game to investigate the effect of facial attractiveness, vocal attractiveness and social interest in expressing positive (“I like you”) versus negative signals (“I don’t like you”) on decision making. Female participants played against male recipients in dictator game and ultimatum game while played against male proposers in ultimatum game. Results showed that participants offered recipients with attractive faces more money than recipients with unattractive faces. Participants also offered recipients with attractive voices more money than recipients with unattractive voices, especially under the positive social interest condition. Moreover, participants allocated more money to recipients who expressed positive social interest than those who expressed negative social interest, whereas they would also expect proposers who expressed positive social interest to offer them more money than proposers who expressed negative social interest. Overall, the results inform beauty premium for faces and voices on opposite-sex economic bargaining. Social interest also affects decision outcomes. However, the beauty premium and effect of social interest varies with participants’ roles.

The present research investigated the role of sex in the effect of vocal attractiveness on fairness judgment in a two-person Ultimatum Game. Each participant in the game decided whether to accept offers from a proposer who was either associated with an attractive or unattractive voice. The results showed that while participants were more likely to accept fair offers, they would also accept some unfair offers that were associated with an attractive voice. This effect of vocal attractiveness was more clearly shown by female participants, although all male and female participants took longer to make a decision when an attractive voice was associated with an offer, regardless of whether the voice was from the same sex or the opposite sex. Overall, the results inform the role of sex in the effect of vocal attractiveness and further confirm the beauty premium effect on economic bargaining, where people with an attractive voice would benefit.