The Effect of Smiling Expression on Status Perception and Product Evaluation

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.



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 724-724.

Authors

Yunqing Chen, the Chinese University of Hong Kong, Hong Kong, China
Robert S. Wyer, the Chinese University of Hong Kong, Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Featured

Walking the Thin Edge: The Dark Side of Brand Communities and Collecting

Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile

Read More

Featured

J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.