The Insidious Effects of Smiles on Social Judgments

We propose that broad smiles increase perceptions of warmth but decrease perceptions of competence. These effects influence consumers’ behavioral intentions and actual behaviors, and are moderated by level of consumption risk. Three studies, including one using data from, support these hypotheses.


Ze Wang, Huifang Mao, Jessica Li, and Fan Liu (2016) ,"The Insidious Effects of Smiles on Social Judgments", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 665-669.


Ze Wang, University of Central Florida
Huifang Mao, Iowa State University, USA
Jessica Li, University of Kansas, USA
Fan Liu, Adephi University


NA - Advances in Consumer Research Volume 44 | 2016

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