A new study has revealed that individuals are more likely to follow advice from those they perceive as trustworthy, even when the accuracy of the advice is the same across all sources. But this influence diminishes over time as people adjust their decisions based on actual outcomes rather than first impressions. The findings were published in the Journal of Experimental Social Psychology.
Researchers conducted a series of experiments using computer-generated faces that varied in perceived trustworthiness. Participants played a modified version of The Door Game, a decision-making task where they chose between two doors based on advice from digital advisors. The advice was equally valid, yet participants initially followed the guidance of advisors with trustworthy-looking faces at a significantly higher rate than those deemed untrustworthy. This preference, however, declined as the experiment progressed.
The study was structured into three experiments. In the first experiment, involving 124 participants, an initial bias towards perceived trustworthy advisors was evident. This effect faded as participants received feedback and adjusted their strategies. A second, larger replication study with 300 participants confirmed this pattern, reinforcing the idea that while people may initially rely on facial trustworthiness as a cue, they eventually prioritise actual performance over appearance.
A third experiment focused on measuring trustworthiness perceptions explicitly. Participants rated the trustworthiness of each face, and these ratings were then used to reanalyse the data from the previous experiments. The findings remained consistent, demonstrating that social perceptions play a key role in early decision-making but become less influential when additional information becomes available.
The mediation analysis further explained why this shift occurs. It showed that trustworthiness ratings were a significant factor in advice following, but their influence weakened once participants gathered enough behavioural data. The study suggests that individuals initially rely on quick social judgments, but these biases are revised when faced with concrete evidence about the reliability of an advisor’s guidance.
This research aligns with previous findings on social cognition, where people form rapid but malleable judgements based on facial cues. While a trustworthy face may encourage compliance in initial interactions, continued exposure to feedback allows individuals to refine their decision-making strategies, reducing reliance on superficial impressions.
The findings have implications beyond controlled experiments. In real-world settings, such as financial decision-making, healthcare, and legal proceedings, people frequently encounter advisors and experts whose appearances may subconsciously shape perceptions of credibility. The study suggests that while first impressions can guide initial behaviour, they should not be overvalued in the long run. Recognising this tendency could encourage individuals to make more objective choices, particularly in high-stakes environments.
Although the study provides valuable insights into the role of perceived trustworthiness, future research may explore how different contexts influence these effects. For instance, scenarios involving high uncertainty or emotional stakes might amplify reliance on facial trustworthiness, whereas domains with clear performance metrics may see a quicker decline in its impact.
