Reading Smiles to Read Minds: Impact of Positive Facial Affective Displays on Perceptions

Ze Wang, University of Central Florida, USA
Fan Liu, University of Central Florida, USA
Huifang Mao, University of Central Florida, USA
Advertisements often feature positive facial expressions to enhance evaluations. In a series of four experiments, this paper examines how positive affective displays (PADs) of different levels of intensity may differentially impact perceives' reactions. We find that PADs may not always benefit perception. Too much smiling may even boomerang.
[ to cite ]:
Ze Wang, Fan Liu, and Huifang Mao (2012) ,"Reading Smiles to Read Minds: Impact of Positive Facial Affective Displays on Perceptions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1081-1082.