From profile pictures to booking choices: Understanding the role of intelligence cues in hosts’ photos

This study explores the relationship between the perceived intelligence in hosts' profile photos and consumers’ booking intentions in peer-to-peer accommodation platforms. Specifically, we first developed a deep learning model to assess the intelligence signals projected through hosts’ profile photos. Using this model, we quantified these signals across Airbnb listings in seven major U.S. cities. We then employed econometric models to analyze how these intelligence signals influence consumer booking intentions. The findings reveal that: (1) a U-shaped relationship exists between intelligence signals and booking intentions; (2) psychological safety needs moderate the left side of the U-shaped relationship; (3) self-discrepancy moderates the right side; and (4) factors such as age, emotional expression, image quality, facial hair, eye direction, and facial orientation significantly influence consumers’ perceptions of intelligence signals. This study contributes to the literature on visual marketing in peer-to-peer accommodations and offers practical suggestions for optimizing profile photo design.