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<p>Host profile photos constitute a crucial marketing tool that significantly shapes guests’ decision-making on peer-to-peer accommodation platforms. Prior work has primarily examined the static effects of facial attractiveness, but research remains limited regarding the dynamic consequences of changes in facial attractiveness as a form of impression management. This study investigates how changes in facial attractiveness influence willingness to book. We use a mixed-methods approach, which combines scenario-based experiments with empirical modeling, and find consistent evidence that changes in facial attractiveness negatively affect booking intentions, with trust serving as a mediating mechanism. Furthermore, this penalty effect is particularly pronounced for male hosts and those managing relatively few listings. The current study provides both theoretical and practical contributions by extending the literature on facial attractiveness and impression management, while also offering actionable guidance for property owners regarding the risks of frequent profile photo alterations.</p>

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Penalty of Beauty Changes on Peer-to-Peer Rental Platforms: Evidence from Airbnb

  • 期刊论文

  • 发表日期：

    2026年2月27日

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  • Sai Liang,
  • Ziqi Guo,
  • Xuwen Zhang,
  • Ziying Li,
  • Peipei Gao,
  • Rob Law

摘要

Host profile photos constitute a crucial marketing tool that significantly shapes guests’ decision-making on peer-to-peer accommodation platforms. Prior work has primarily examined the static effects of facial attractiveness, but research remains limited regarding the dynamic consequences of changes in facial attractiveness as a form of impression management. This study investigates how changes in facial attractiveness influence willingness to book. We use a mixed-methods approach, which combines scenario-based experiments with empirical modeling, and find consistent evidence that changes in facial attractiveness negatively affect booking intentions, with trust serving as a mediating mechanism. Furthermore, this penalty effect is particularly pronounced for male hosts and those managing relatively few listings. The current study provides both theoretical and practical contributions by extending the literature on facial attractiveness and impression management, while also offering actionable guidance for property owners regarding the risks of frequent profile photo alterations.