SSE/EFI Working Paper Series in Business Administration
The Smiling Face in Marketing Appeals and its Effects on the Customer
() and Sara Rosengren
Abstract: Joy appeals appear frequently in marketing, but they have
received little attention from marketing researches compared to other
emotional appeals (e.g., sexy appeals, humor appeals, and attraction
appeals with decorative models). This study examines one particular aspect
of the joy appeal in a marketing context, the smiling face stimulus. The
main findings are that the smiling face is more effective than non-smiling
faces in eliciting (1) a positive attitude toward the smiling stimulus
person, (2) a positive overall attitude to the firm using the smile appeal,
and (3) intentions to patronize and recommend this firm.
Keywords: marketing appeals; consumer behavior; emotions; joy; (follow links to similar papers)
20 pages, April 8, 2003, Revised April 9, 2003
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