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dc.contributor.authorTrivedi, Rohit*
dc.contributor.authorTeichert, T.*
dc.date.accessioned2019-03-04T14:49:41Z
dc.date.available2019-03-04T14:49:41Z
dc.date.issued2019-06
dc.identifier.citationTrivedi 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/16876
dc.descriptionYesen_US
dc.description.abstractFirms 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.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1016/j.jbusres.2019.02.052en_US
dc.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.en_US
dc.subjectSmileen_US
dc.subjectAdvertisement effectivenessen_US
dc.subjectEmotional contagionen_US
dc.subjectNonverbal expressionsen_US
dc.subjectModel genderen_US
dc.subjectConsumer genderen_US
dc.titleThe effect of ad smiles on consumer attitudes and intentions: influence of model gender and consumer genderen_US
dc.status.refereedYesen_US
dc.date.Accepted2019-02-24
dc.date.application2019-03-02
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
refterms.dateFOA2019-03-04T14:49:41Z


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