PT  - JOURNAL ARTICLE
AU  - CHANG, CHUN-TUAN
AU  - LEE, HSIAO-CHING
AU  - LEE, YU-KANG
AU  - CHANG, HUI-WEN
TI  - How to use a Spokesperson’s Smile Effectively
AID  - 10.2501/JAR-2021-015
DP  - 2021 Sep 27
TA  - Journal of Advertising Research
PG  - JAR-2021-015
4099  - http://www.journalofadvertisingresearch.com/content/early/2021/09/20/JAR-2021-015.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2021/09/20/JAR-2021-015.full
AB  - 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.