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The Effect of Facial Expressions on Product Appeal

Bian, Xuemei, Liu, Chang Hong, Morris, Adam (2015) The Effect of Facial Expressions on Product Appeal. In: European Marketing Academy Conference. EMAC 44th Annual Conference. . ISBN 978-90-823833-0-0. (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:48712)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://www.emac-online.org/r/default.asp?iId=FMHGK...

Abstract

Although literature has long established that smiling enhances attractiveness, how a model’s facial expression might affect fashion advertising remains largely unknown. This study examines the effect of models’ facial expressions on female participants’ product preference. The results reveal that participants rated products more preferable when the male models showed a smiling than a neutral expression; however, their preference did not vary with facial expressions of female models. Managerial and theoretical implications, limitations and future research are also discussed.

Item Type: Conference or workshop item (Paper)
Uncontrolled keywords: Facial expression, advertising, model attractiveness, gender, product preference
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Xuemei Bian
Date Deposited: 02 Jun 2015 11:15 UTC
Last Modified: 29 May 2019 14:37 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/48712 (The current URI for this page, for reference purposes)
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