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

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Author Info

  • Söderlund, Magnus

    ()
    (Dept. of Business Administration, Stockholm School of Economics)

  • Rosengren, Sara

    ()
    (Dept. of Business Administration, Stockholm School of Economics)

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    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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    File URL: http://swoba.hhs.se/hastba/papers/hastba2003_007.pdf
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    Bibliographic Info

    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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    Postal: The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden
    Phone: +46-(0)8-736 90 00
    Fax: +46-(0)8-31 01 57
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    Web page: http://www.hhs.se/
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    Related research

    Keywords: marketing appeals; consumer behavior; emotions; joy;

    This paper has been announced in the following NEP Reports:

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