@article {CHANGJAR-2021-015, author = {CHUN-TUAN CHANG and HSIAO-CHING LEE and YU-KANG LEE and HUI-WEN CHANG}, title = {How to use a Spokesperson{\textquoteright}s Smile Effectively}, elocation-id = {JAR-2021-015}, year = {2021}, doi = {10.2501/JAR-2021-015}, publisher = {Journal of Advertising Research}, abstract = {Drawing from the social-functional perspective, this research explored the differences in consumers{\textquoteright} responses to two types of spokesperson{\textquoteright}s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson{\textquoteright}s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contrast, a spokesperson{\textquoteright}s slight smile is more persuasive for consumers with independent self-construal in the exchange relationship. Processing fluency serves as the underlying mechanism. The results provide implications for marketers regarding how to use a spokesperson{\textquoteright}s smile effectively.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/early/2021/09/20/JAR-2021-015}, eprint = {https://www.journalofadvertisingresearch.com/content/early/2021/09/20/JAR-2021-015.full.pdf}, journal = {Journal of Advertising Research} }