1K Any Smile? Any Gender? What Matters in Static Ads to Boost Consumers' Product Evaluation

Drawing on emotional contagion theory, the authors propose that some smiles in static facial expressions can influence product evaluation more than others. Hence, congruence between the model gender-product in a static ad and the gender of the viewer moderates the product evaluation. Across three experiments, the results expand previous literature.


Giuliana Isabella and Valter Afonso Vieira (2019) ,"1K Any Smile? Any Gender? What Matters in Static Ads to Boost Consumers' Product Evaluation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 975-975.


Giuliana Isabella, Insper, Brazil
Valter Afonso Vieira, Maringá State University, Brazil


NA - Advances in Consumer Research Volume 47 | 2019

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