RT Journal Article SR Electronic T1 How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers JF Journal of Advertising Research JO J Advert Res FD WARC SP 51 OP 64 DO 10.2501/JAR-2016-003 VO 58 IS 1 A1 Jasmina Ilicic A1 Alicia Kulczynski A1 Stacey M. Baxter YR 2018 UL http://www.journalofadvertisingresearch.com/content/58/1/51.abstract 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.