IDEAS home Printed from https://ideas.repec.org/p/hhb/hastba/2003_007.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.

Suggested Citation

  • Söderlund, Magnus & Rosengren, Sara, 2003. "The Smiling Face in Marketing Appeals and its Effects on the Customer," SSE/EFI Working Paper Series in Business Administration 2003:7, Stockholm School of Economics, revised 09 Apr 2003.
  • Handle: RePEc:hhb:hastba:2003_007
    as

    Download full text from publisher

    File URL: http://swoba.hhs.se/hastba/papers/hastba2003_007.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. Brown, Steven P & Stayman, Douglas M, 1992. " Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 34-51, June.
    2. 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, Oxford University Press, vol. 13(1), pages 12-24, June.
    3. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 404-420, December.
    4. Havlena, William J & Holbrook, Morris B, 1986. " The Varieties of Consumption Experience: Comparing Two Typologies of Emotion in Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 13(3), pages 394-404, December.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    marketing appeals; consumer behavior; emotions; joy;

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hhb:hastba:2003_007. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Helena Lundin). General contact details of provider: http://edirc.repec.org/data/erhhsse.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.