Abstract
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.
- Received April 17, 2020.
- Received (in revised form) September 1, 2020.
- Accepted October 6, 2020.
- Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 4
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- Article
- Abstract
- Management Slant
- INTRODUCTION
- CONCEPTUAL BACKGROUND AND HYPOTHESES
- OVERVIEW OF THE STUDIES
- STUDY 1
- DISCUSSION
- GENERAL DISCUSSION
- ABOUT THE AUTHORS
- Appendix 1 Experimental Materials Used in Study 1
- Appendix 2 Magazine Article Stimuli Used to Manipulate Self-Construal in Study 2
- Appendix 3 Experimental Materials Used in Study 2
- REFERENCES
- Figures & Data
- Info