PT  - JOURNAL ARTICLE
AU  - Jasmina Ilicic
AU  - Alicia Kulczynski
AU  - Stacey M. Baxter
TI  - How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers
AID  - 10.2501/JAR-2016-003
DP  - 2018 Mar 01
TA  - Journal of Advertising Research
PG  - 51--64
VI  - 58
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/58/1/51.short
4100  - http://www.journalofadvertisingresearch.com/content/58/1/51.full
SO  - J Advert Res2018 Mar 01; 58
AB  - This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped. The authors examined the effect of celebrity attitude on consumer perceptions of celebrity genuineness, and in turn, consumer attitude toward the advertisement and purchase intention. They also investigated whether a negative attitude toward a celebrity can be overcome, resulting in positive advertisement attitude and purchase intentions. Results showed that exposure to a celebrity displaying a Duchenne smile significantly boosts consumer perceptions of celebrity genuineness when consumers have a negative attitude toward the celebrity.