The Smiling Face in Marketing Appeals and its Effects on the Customer
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.
|Date of creation:||08 Apr 2003|
|Date of revision:||09 Apr 2003|
|Contact details of provider:|| 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
Web page: http://www.hhs.se/
More information through EDIRC
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.:
- 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.
- 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.
- 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 404-20, December.
- 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.
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)
If references are entirely missing, you can add them using this form.