PT - JOURNAL ARTICLE AU - Chun-Tuan Chang AU - Hsiao-Ching Lee AU - Yu-Kang Lee AU - Hui-Wen Chang TI - How to Use a Spokesperson’s Smile Effectively AID - 10.2501/JAR-2021-015 DP - 2021 Dec 01 TA - Journal of Advertising Research PG - 436--455 VI - 61 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/61/4/436.short 4100 - http://www.journalofadvertisingresearch.com/content/61/4/436.full SO - J Advert Res2021 Dec 01; 61 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.