The Effect of Smiling Pictures on Perceptions of Personas

In this research on impact of smile on persona perceptions with Soon-gyo Jung, João Santos, and Jim Jansen, we find that persona profiles with a smiling photo result in an increase in perceived similarity with, likability of, and willingness to use a persona. However, a smile does not increase the credibility of a persona. Our research has implications for the design of persona profiles and adds to previous findings of persona research that the picture choice influences individuals’ persona perceptions in profound ways.

persona smiles

Salminen, J., Jung, S.-G., Santos, J. M., & Jansen, B. J. (2019). The Effect of Smiling Pictures on Perceptions of Personas. UMAP’19 Adjunct Publication of the 27th Conference on User Modeling, Adaptation and Personalization. Larnaca, Cyprus: ACM.

Author: Joni Salminen

Dr. Joni Salminen works as a postdoctoral researcher at Qatar Computing Research Institute and Turku School of Economics. His current research interests are heavily focused on personas, including automatic persona generation from social media data (YouTube, Facebook, Google Analytics), persona perceptions, biases in data-driven personas, optimal number of personas, etc.