TY - JOUR T1 - How to use a Spokesperson’s Smile Effectively JF - Journal of Advertising Research JO - J Advert Res DO - 10.2501/JAR-2021-015 SP - JAR-2021-015 AU - CHUN-TUAN CHANG AU - HSIAO-CHING LEE AU - YU-KANG LEE AU - HUI-WEN CHANG Y1 - 2021/09/27 UR - http://www.journalofadvertisingresearch.com/content/early/2021/09/20/JAR-2021-015.abstract N2 - Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’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’s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contrast, a spokesperson’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’s smile effectively. ER -