Putting Your Best Face Forward: the Effects of Negative Affect on Agent Evaluation

EXTENDED ABSTRACT - When consumers encounter a firm, they are typically confronted by a Aface@ whether it be a celebrity spokesperson or a customer contact employee. Typically these faces are happy, smiling faces. That is, the prevailing assumption seems to be that a positive face (i.e., a face that conveys positive affect) is the best face for a firm to put forward.



Citation:

Nancy M. Puccinelli (2005) ,"Putting Your Best Face Forward: the Effects of Negative Affect on Agent Evaluation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 103-104.

Authors

Nancy M. Puccinelli, Suffolk Business School



Volume

NA - Advances in Consumer Research Volume 32 | 2005



Share Proceeding

Featured papers

See More

Featured

An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity

Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan

Read More

Featured

A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More

Featured

Doing Worse but Feeling Better: Consequences of Collective Choice

Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School

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.