Say Cheese Or Not?

This research examines the interaction between smile intensity and status rank. Across four empirical studies, it indicates that a broader smile leads to favorable (unfavorable) impressions and higher (lower) compliance when associated with a lower (higher) social status. These observed effects are driven by perceived consistency with consumers’ emotion decodes.



Citation:

Ruomeng Wu, Meng Liu, Ze Wang, and Ming-Shen (Cony) Ho (2020) ,"Say Cheese Or Not?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 690-692.

Authors

Ruomeng Wu, Western Kentucky University
Meng Liu, Independent Researcher
Ze Wang, University of Central Florida, USA
Ming-Shen (Cony) Ho, Clemson University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

C5. Krabby Patties, Kelp Chips, or KitKats?: Exploring the Depictions of Food Featured in Children’s Television Shows  

Kathy Tian, University of Illinois at Urbana-Champaign, USA
Regina Ahn, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?

Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Narrative Transportation and Cognitive Responses: The Other Side of the Story

Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, 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.