We analyze the effect of using smiling/non-smiling and stock
photo/non-stock photo pictures in persona profiles on four key persona
perceptions, including credibility, likability, similarity, and
willingness to use. For this, we collect data from an experiment with
2,400 participants using a 16-item survey instrument and multiple
persona profile treatments of which half have a smiling photo/stock
photo and half do not. The results from structural equation modeling,
supplemented by a qualitative analysis, show that a smile enhances the
perceived similarity with the persona, similar personas are more liked,
and that likability increases the willingness to use a persona. In
contrast, the use of stock photos decreases the perceived similarity
with the persona as well as persona credibility, both of which are
significant predictors to a willingness to use a persona. These
professionally crafted stock-photos seem to diminish the sense of
identification with the persona. The above effects are consistent across
the tested ages, genders, and races of the persona picture, although
the effect sizes tend to be small. The results suggest that persona
creators should use smiling pictures of real people to evoke positive
perceptions toward the personas. In addition to presenting quantitative
evidence on the predictors of willingness to use a persona, our research
has implications for the design of persona profiles, showing that the
picture choice influences individuals’ persona perceptions even when the
other persona information is identical.