Understanding the Smiling in Press Advertising

dc.contributor.authorGIULIANA ISABELLA
dc.contributor.authorVieira, Valter Afonso
dc.coverage.cidadeSão Paulopt_BR
dc.coverage.paisBrasilpt_BR
dc.creatorVieira, Valter Afonso
dc.date.accessioned2022-10-21T14:54:38Z
dc.date.available2022-10-21T14:54:38Z
dc.date.issued2016
dc.description.otherIntrodução Emotional contagion research has been conducted during different situations, such as people watching movies or face-to-face situations. In addition, the consumers’ negative and positive feelings are predictors of the advertising success and individuals feelings contribute to form the attitude toward the advertising. Despite the large body of literature on emotional contagion in face-to-face interactions, and dynamic adverting such as in TV commercials, there is a gap in the literature to show how press ads with facial expressions influence emotional contagion and product evaluation. Problema de Pesquisa e Objetivo We explore the print ad context, little investigated (Appiah, 2001; Xiao & Ding, 2014). Our objective is to investigate whether different smiles can turn in influence on the evaluation of the product. We propose that this sequence of events (mechanism) occurs through mimic feedback. Furthermore, we support the idea the kind of smile (genuine vs. non-genuine) is different and could affect in different levels the unknown product’s evaluation from ads. We also show that products can be evaluated differently according to the model and reception gender. Fundamentação Teórica Facial expressions are part of emotion communication where there is a correlation between a facial expression and a specific emotion. Psychological research suggests that emotions felt and expressed by decision makers can influence how those individuals make decisions and evaluate products. The mechanism that underlines the transfer of an emotion from one person to another calls Emotional Contagion, that includes mimicking and automatic emotion synchronization to another person. With that, four hypotheses are presented and theoretically supported in the paper. Metodologia In this paper, three laboratory experiments were developed. The first one employed a 3 (facial expression: neutral vs. genuine smiling vs. fake smiling) × 1 between subjects’ design. Dependent variables included the evaluation of the product. In the second study, we manipulated the expression in two conditions: expression of joy vs. neutral emotion between subjects. Dependent variables included the existence of mimicry and the evaluation of the product. And, in the third study, we used a mix factorial design model (model ad gender, consumers' gender, and facial expression). Análise dos Resultados Our results supported our hypotheses. Positive facial expression from a model in press advertising influence to a positive evaluation of the product from the advertising. The genuine smile (vs. fake smile) on print advertising does influence a positive evaluation of the product from the advertising. The positive facial expression on press advertising influences Emotional Contagion. And, the positive emotion vs. neutral acquired from the positive facial expression interacts with gender. Conclusão Our study indicated four main contributions to emotional contagions literature: 1- Positive facial expression from a model in press advertising influences a positive evaluation of the product from the advertising 2- Positive facial expression on press advertising influences product evaluation because of emotional contagion 3- The genuine (vs. fake smile) creates greater scores on product evaluation presented on press advertising 4- There is a gender effect on this process. On the managerial implications, companies can use smiling facial expressions on press ads to influence their consumers.pt_BR
dc.format.mediumDigitalpt_BR
dc.identifier.issn2177-3866pt_BR
dc.identifier.urihttps://repositorio.insper.edu.br/handle/11224/4370
dc.language.isoInglêspt_BR
dc.rights.licenseO INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITORpt_BR
dc.subject.otherComportamento do consumidorpt_BR
dc.titleUnderstanding the Smiling in Press Advertisingpt_BR
dc.typeconference paper
dspace.entity.typePublication
local.description.eventXIX SEMEADpt_BR
local.identifier.sourceUrihttp://login.semead.com.br/19semead/anais/resumo.php?cod_trabalho=1069
local.subject.cnpqCiências Sociais Aplicadaspt_BR
local.typeTrabalho de Eventopt_BR
relation.isAuthorOfPublication394598a8-fe04-4eb9-b54d-adbf1979d28b
relation.isAuthorOfPublication.latestForDiscovery394598a8-fe04-4eb9-b54d-adbf1979d28b

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