The Smiling Face in Marketing Appeals and its Effects on the Customer
AbstractJoy appeals appear frequently in marketing, but they have received little attention from marketing researches compared to other emotional appeals (e.g., sexy appeals, humor appeals, and attraction appeals with decorative models). This study examines one particular aspect of the joy appeal in a marketing context, the smiling face stimulus. The main findings are that the smiling face is more effective than non-smiling faces in eliciting (1) a positive attitude toward the smiling stimulus person, (2) a positive overall attitude to the firm using the smile appeal, and (3) intentions to patronize and recommend this firm.
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Bibliographic InfoPaper provided by Stockholm School of Economics in its series Working Paper Series in Business Administration with number 2003:7.
Length: 20 pages
Date of creation: 08 Apr 2003
Date of revision: 09 Apr 2003
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Postal: The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden
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marketing appeals; consumer behavior; emotions; joy;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2003-04-13 (All new papers)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
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