The Role of Mimicry in Charity Advertising

Sabrina Stöckli, University of Bern, Switzerland
Aline Stämpfli, University of Bern, Switzerland
This research explores the effect that charity ads induce more empathy when showing sad versus neutral and happy children’s faces. Assuming mimicry to be involved, face reader analysis reveals that people mimic happy but not neutral and sad faces. This suggests that mimicry only partially facilitates emotional contagion.
[ to cite ]:
Sabrina Stöckli and Aline Stämpfli (2016) ,"The Role of Mimicry in Charity Advertising", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 760-760.