Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

How to Use a Spokesperson’s Smile Effectively

Smile Intensity, Consumer Self-Construal, And Brand Relationship Determine Ad Effectiveness

Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, Hui-Wen Chang
DOI: 10.2501/JAR-2021-015 Published 1 December 2021
Chun-Tuan Chang
National Sun Yat-sen University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: ctchang@faculty.nsysu.edu.tw
Hsiao-Ching Lee
National Kaohsiung University of Science and Technology,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: hclee@nkust.edu.tw
Yu-Kang Lee
National Sun Yat-sen University,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: yklee@faculty.nsysu.edu.tw
Hui-Wen Chang
Cathay Life Insurance Co., Ltd,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: nancy56045826@gmail.com
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

Abstract

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.

  • Received April 17, 2020.
  • Received (in revised form) September 1, 2020.
  • Accepted October 6, 2020.
  • Copyright © 2021 ARF. All rights reserved.
View Full Text

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 61 Issue 4

Journal of Advertising Research: 61 (4)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • Index by author
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
How to Use a Spokesperson’s Smile Effectively
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
How to Use a Spokesperson’s Smile Effectively
Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, Hui-Wen Chang
Journal of Advertising Research Dec 2021, 61 (4) 436-455; DOI: 10.2501/JAR-2021-015

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
How to Use a Spokesperson’s Smile Effectively
Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, Hui-Wen Chang
Journal of Advertising Research Dec 2021, 61 (4) 436-455; DOI: 10.2501/JAR-2021-015
Reddit logo Twitter logo Facebook logo Mendeley logo
Save to my folders

Jump to

  • Article
    • Abstract
    • Management Slant
    • INTRODUCTION
    • CONCEPTUAL BACKGROUND AND HYPOTHESES
    • OVERVIEW OF THE STUDIES
    • STUDY 1
    • DISCUSSION
    • GENERAL DISCUSSION
    • ABOUT THE AUTHORS
    • Appendix 1 Experimental Materials Used in Study 1
    • Appendix 2 Magazine Article Stimuli Used to Manipulate Self-Construal in Study 2
    • Appendix 3 Experimental Materials Used in Study 2
    • REFERENCES
  • Figures & Data
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
  • Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?
  • An Investigation Into Slogan Design On Creating Slogan–Brand Alignment
Show more Articles

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use