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The effect of ad smiles on consumer attitudes and intentions: influence of model gender and consumer gender
Teichert, T.
Teichert, T.
Publication Date
2019-06
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© 2019 Elsevier Inc. All rights reserved. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
24/02/2019
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Abstract
Firms widely use smiling models to create a positive background setting for advertisements. This study assesses the various effects of smiling in print advertisements across different stages of consumer decision-making, while also considering interaction effects between the genders of models and viewers. Empirical evidence comes from 175,647 consumer evaluations of 421 real advertisements across a broad spectrum of product categories (22). Beyond gender, a smiling model not only effects a positive attitude change but also influences a product's integration into a relevant set and a consumer's purchase intention. For female consumers, a smiling model of the same gender exerts a greater influence on positive brand attitude change and on purchase intention. Advertisers should avoid using non-smiling male models when targeting female consumers. In contrast, smiling models of both genders can positively influence male consumer reaction, while use of a female model should be avoided during the early stages.
Version
Accepted manuscript
Citation
Trivedi RH and Teichert T (2019) The effect of ad smiles on consumer attitudes and intentions: influence of model gender and consumer gender. Journal of Business Research. 99: 197-205.
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Article