When the Face of Need Backfires: the Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In cause-related advertisements, organizations often display the image of a victim with different facial expressions. Five studies show that a sad-faced (vs. happy-faced or neutral-faced) image evokes consumer inference of the organization’s manipulative intent, lowering ad effectiveness. This effect is moderated by skepticism towards cause-related marketing and cause-centrality.



Citation:

In-Hye Kang, Marijke Leliveld, and Rosellina Ferraro (2018) ,"When the Face of Need Backfires: the Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 177-182.

Authors

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

H11. Not for Me: Identity Needs and Consumer Interest in Different Types of Co-creation

Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA

Read More

Featured

Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, 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.