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Across five studies, this paper develops guidelines for selecting endorser faces for established brands by investigating the roles of holistic types of faces and mode of exposure (simultaneous vs. sequential presentation of face-brand) in the generation of brand personality impressions and emotion that guide consumer behavior. Study 1 identifies holistic face types that emerge from unique combinations of anatomical features and Study 2 links these types to generic personality trait impressions. Study 3 [Study 4] shows that the transfer from face-based to brand-based trait inferences is...