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    The effect of ad smiles on consumer attitudes and intentions: influence of model gender and consumer gender

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    Publication date
    2019-06
    Author
    Trivedi, Rohitkumar
    Teichert, T.
    Keyword
    Smile
    Advertisement effectiveness
    Emotional contagion
    Nonverbal expressions
    Model gender
    Consumer gender
    Rights
    © 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
    
    Metadata
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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.
    URI
    http://hdl.handle.net/10454/16876
    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.
    Link to publisher’s version
    https://doi.org/10.1016/j.jbusres.2019.02.052
    Type
    Article
    Collections
    Management and Law Publications

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