The Smiling Face in Marketing Appeals and its Effects on the Customer

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The Smiling Face in Marketing Appeals and its Effects on the Customer

Author Info

Söderlund, Magnus () (Dept. of Business Administration, Stockholm School of Economics)
Rosengren, Sara () (Dept. of Business Administration, Stockholm School of Economics)

Abstract

Joy 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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Paper provided by Stockholm School of Economics in its series Working Paper Series in Business Administration with number 2003:7.

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Length: 20 pages
Date of creation: 08 Apr 2003
Date of revision: 09 Apr 2003
Handle: RePEc:hhb:hastba:2003_007

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This paper has been announced in the following NEP Reports:

NEP-ALL-2003-04-13 (All new papers)

References listed on IDEAS
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Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 14(3), pages 404-20, December.
Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 19(1), pages 34-51, June.
Mitchell, Andrew A, 1986. " The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 13(1), pages 12-24, June.
Havlena, William J & Holbrook, Morris B, 1986. " The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 13(3), pages 394-404, December.

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