“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness
The purpose of this research is to examine how a model’s smile intensity, consumers’ relationship norm and self-construal influence attitude toward the brand and purchase intentions. Two 2x2x2 between-subject experiments are conducted. Processing fluency is considered as a mediator. A three-way interaction effects and moderated mediation effect are found.
Citation:
Hsiao-Ching Lee, Chun-Tuan Chang, Yu-kang Lee, Hui-Wen Chang, and Guei-hua Flora Huang (2018) ,"“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 675-676.
Authors
Hsiao-Ching Lee, National Kaohsiung University of Science and Technology
Chun-Tuan Chang, National Sun Yat-sen University
Yu-kang Lee, National Sun Yat-sen University
Hui-Wen Chang, National Sun Yat-sen University
Guei-hua Flora Huang, National Sun Yat-sen University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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