Looks and linguistics: Impression formation in online exchange marketplaces.

This study advances theories of impression formation by focusing on two factors that generate emotional responses: physical attractiveness and positive word use. Although considerable research on impression formation exists, most studies consider factors in isolation and neglect possible interactions. Our theory introduces competing mechanisms regarding possible interaction effects, and we empirically test them in an online marketplace. Results from the analysis of 729 loan requests from a leading online peer-to-peer lending market suggest that physical attractiveness and positive word use work together to influence the likelihood of acquiring resources and establish an important boundary condition to the general "beauty is good" effect.