The Effect of Smiling Expression on Status Perception and Product Evaluation

Yunqing Chen, the Chinese University of Hong Kong, Hong Kong, China
Robert S. Wyer, the Chinese University of Hong Kong, Hong Kong, China
We examined the effects of an endorser’s facial expression on consumers’ reactions to endorsers used in print ads and the consequent impact of these reactions on evaluations of the products being promoted. One study showed that people perceive a smiling female to have lower social status than a nonsmiling female but perceive a smiling male to have higher status than a nonsmiling male. These attributions, in turn, influenced evaluations of the products that the endorsers promoted. However, smiling also influenced consumers’ liking for the endorser, and thus had a direct effect on product evaluations independently of status.
[ to cite ]:
Yunqing Chen and Robert S. Wyer (2016) ,"The Effect of Smiling Expression on Status Perception and Product Evaluation", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 724-724.