TY - JOUR
T1 - How a smile can make a difference
T2 - enhancing the persuasive appeal of celebrity endorsers boosting consumer perceptions of celebrity genuineness through the use of a “duchenne smile” in advertising
AU - Ilicic, Jasmina
AU - Kulczynski, Alicia
AU - Baxter, Stacey
PY - 2018/3/1
Y1 - 2018/3/1
N2 - 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.
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.
UR - http://www.scopus.com/inward/record.url?scp=85042346366&partnerID=8YFLogxK
U2 - 10.2501/JAR-2016-003
DO - 10.2501/JAR-2016-003
M3 - Article
AN - SCOPUS:85042346366
SN - 0021-8499
VL - 58
SP - 51
EP - 64
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 1
ER -