How to use a Spokesperson’s Smile Effectively: Smile Intensity, consumer Self-construal, And Brand relationship determine Ad Effectiveness

Volume: 61, Issue: 4, Pages: 436 - 455
Published: Sep 27, 2021
Abstract
Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent...
Paper Details
Title
How to use a Spokesperson’s Smile Effectively: Smile Intensity, consumer Self-construal, And Brand relationship determine Ad Effectiveness
Published Date
Sep 27, 2021
Volume
61
Issue
4
Pages
436 - 455
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