Putting Your Best Face Forward: the Effects of Negative Affect on Agent Evaluation

Nancy M. Puccinelli, Suffolk Business School
EXTENDED ABSTRACT - When consumers encounter a firm, they are typically confronted by a Aface@ whether it be a celebrity spokesperson or a customer contact employee. Typically these faces are happy, smiling faces. That is, the prevailing assumption seems to be that a positive face (i.e., a face that conveys positive affect) is the best face for a firm to put forward.
[ to cite ]:
Nancy M. Puccinelli (2005) ,"Putting Your Best Face Forward: the Effects of Negative Affect on Agent Evaluation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 103-104.