The role of photographs in online peer-to-peer lending behavior
- Keywords:
- photograph, trust, happiness, lending behavior, peer-to-peer platform
- Abstract
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My purpose in this study was to evaluate the role of photographs in online peer-to-peer lending behavior. I recruited 92 college students to rate trustworthiness or emotion by viewing the photographs of borrowers on a peer-to-peer lending platform. Following this, I showed 209 college students an advertisement with a photograph and asked how much money they would be willing to lend the person in the photograph. The lending amount was higher for advertisements with a photograph rated trustworthy than for a photograph rated untrustworthy, and higher for advertisements with a photograph rated happy than for a photograph rated sad. These results indicate that judgments of both trustworthiness and happiness as perceived in photographs play an important role in lending behaviors.
- Author Biography
- References
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- Published
- 2014-02-13
- Issue
- Vol. 42 No. 3 (2014)
- Section
- Articles
- License
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