How a smile can make a difference: enhancing the persuasive appeal of celebrity endorsers boosting consumer perceptions of celebrity genuineness through the use of a “duchenne smile” in advertising

Jasmina Ilicic, Alicia Kulczynski, Stacey Baxter

Research output: Contribution to journalArticleResearchpeer-review

22 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)51-64
Number of pages14
JournalJournal of Advertising Research
Issue number1
Publication statusPublished - 1 Mar 2018

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