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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Attention to missing information: The effect of novel disclosure methods

Nikolos M Gurney, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA

Read More


Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

Read More


J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats

Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, 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.