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

Author

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  • 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
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    File URL: http://swoba.hhs.se/hastba/papers/hastba2003_007.pdf
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    References listed on IDEAS

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    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.
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    Cited by:

    1. Trivedi, Rohit H. & Teichert, Thorsten, 2019. "The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender," Journal of Business Research, Elsevier, vol. 99(C), pages 197-205.

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