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
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.
Ilicic, Kulczynski and Baxter
- Exposure to a celebrity displaying a Duchenne (or genuine) smile boosts consumer
perceptions of the celebrity’s genuineness.
- Perceived celebrity genuineness has a positive impact on consumer...