This article examines the persuasive effects of images in the context of online peer-topeer
microfinance. The theoretical framework—based in self-presentation and
impression management—relates micro-entrepreneurs’ loan-request image choices to
lending decisions and lenders’ perceptions of the borrower’s trustworthiness and need.
We explore effects of three specific visuals: (1) genuine enjoyment (Duchenne) smiles;
(2) material status symbols; and (3) babies, children, and husbands. Using loan-request
image data from 323 women micro-entrepreneurs on the Kiva.org website, results
suggest smiling behavior is not associated with funding speed. However, loan-request
images that include a baby are associated with significantly quicker funding, and those
that include a man or an indication of relative material well-being are associated with
delays in the average funding speed.