![]() In static ads, Wang, Xu, Cui, Wang, and Ouyang (2016) investigated the effects of a smile’s intensity on the receiver’s perception of warmth and competence. In marketing, emotional contagion theory has been used in face-to-face interaction studies, supporting the notion that genuine smiling improves product evaluation and satisfaction ( Barger & Grandey, 2006 Howard & Gengler, 2001). Thus, emotional contagion is the transferred emotion from the sender to the receiver who shows synchronization and empathy with the emitter ( Hatfield et al., 1994). This motor mimicry synchrony produces a response generated by a concurrent congruent experience and leads to a consequent emotional reaction ( Dallimore et al., 2007). As consumers interact with others, they consciously and unconsciously mimic others’ fleeting emotional expressions and can synchronize their influential facial expressions with those with whom they are interacting ( Hatfield, Cacioppo, & Rapson, 1994). Human faces are one of the first stimuli that gets consumers’ attention in an image ( Bindemann, Burton, Langton, Schweinberger, & Doherty, 2007 Cerf, Frady, & Koch, 2009).Įmotional contagion theory has been used to explain how an emotion from a facial expression affects consumer behavior ( Dallimore, Sparks, & Butcher, 2007 Lewinski, Fransen, & Tan, 2014). Unsurprisingly, static ads use a wide variety of distinctive facial expressions from both male and female models. In a static advertisement (“ad” from now), an image can replace text to demonstrate an idea and be the sole means of communicating, a concept or feeling. The full terms of this licence may be seen at ![]() Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Ĭopyright © 2020, Giuliana Isabella and Valter Afonso Vieira. ![]() (2020), "The effect of facial expression on emotional contagion and product evaluation in print advertising", RAUSP Management Journal, Vol. These facial muscles can be better perceived and transmit positive emotions (Hennig-Thurau et al., 2006). The theoretical explanation for this effect is the genuine smile, which involves contraction of both zygomatic major and orbicularis oculi muscles. The authors improved upon previous psychological theory (Gunnery et al., 2013 Hennig-Thurau et al., 2006) showing that a genuine smile results in higher evaluation scores of products presented in static ads. Marketing managers would benefit from understanding that genuine smiles can encourage positive emotions on the part of consumers via emotional contagion, which would be very useful to create a positive effect on products.
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