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

Title: 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
Creator: Ilicic, Jasmina; Kulczynski, Alicia; Baxter, Stacy M.
Relation: Journal of Advertising Research Vol. 58, Issue 1, p. 51-64
Publisher Link: http://dx.doi.org/10.2501/JAR-2016-003
Publisher: World Advertising Research Center
Resource Type: journal article
Date: 2018
Description: 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.
Subject: advertisers; consumer attitides; advertising; consumer behavior; celebrities; attitude
Identifier: http://hdl.handle.net/1959.13/1409249
Identifier: uon:35974
Identifier: ISSN:1740-1909
Language: eng
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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