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

Ilicic Jasmina; Kulczynski Alicia; Baxter Stacey M.

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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

机译：微笑如何产生影响：通过在广告中使用“杜尚微笑”来增强名人代言人的说服力，提高消费者对名人真实性的认识

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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.

机译：这项研究为广告主提供了一个简单积极的面部提示-杜兴（或真正的）微笑-可以提高地位下降的名人代言人的真实说服力。作者研究了名人态度对消费者对名人真实性的看法的影响，以及消费者对广告和购买意图的态度。他们还调查了是否可以克服对名人的负面态度，从而产生积极的广告态度和购买意愿。结果表明，当消费者对名人持消极态度时，接触露出杜兴微笑的名人会大大提高消费者对名人真实性的认识。

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《Journal of advertising research》 |2018年第1期|51-64|共14页
作者
Ilicic Jasmina; Kulczynski Alicia; Baxter Stacey M.;
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Monash Univ, Monash Business Sch, Mkt, Melbourne, Vic, Australia;

Univ Newcastle, Newcastle Business Sch, Mkt, Newcastle, NSW, Australia;

Univ Newcastle, Newcastle Business Sch, Mkt, Newcastle, NSW, Australia;

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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

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