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To smile or not to smile: The role of facial expression valence on mundane and luxury products premiumness
Institution:1. School of Business, Nanjing University, No.22 Hankou Road, Nanjing, Jiangsu, China;2. Website Editorial Office, at Information Disclosure Dept, Shanghai Stock Exchange, Shanghai, China;3. School of Business, Hohai University, No.8 West Focheng Road, Nanjing, Jiangsu, China;1. United Arab Emirates University, United Arab Emirates;2. United Arab Emirates University, P.O. Box 15551, Al-Ain, United Arab Emirates;3. Nottingham Business School, Nottingham Trent University, Nottingham, United Kingdom;4. University of Sadat City, Sadat City, Menofia, Egypt;5. Faculty of Tourism and Hotels, University of Sadat City, Egypt;6. College of Business Administration, Jazan University, Saudi Arabia;1. Institute of Management Technology, Ghaziabad, India;2. Institute of Management Technology, Hyderabad, India;1. The David D. Reh School of Business, Clarkson University – Capital Region Campus, Schenectady, NY, 12308, 518-631-9888, USA;2. The David D. Reh School of Business, Clarkson University, Potsdam, NY, 13699, 315-268-2300, USA
Abstract:A smile is an essential professional requirement for sales assistant and endorser as a means to give a stunning impression and to please customers. However, luxury brands, engrained as consumption symbols to create social distance, tend to act oppositely: they prefer endorsers and sales assistants in a neutral face rather than a smiley face. The purpose of this study is to investigate how and why facial expressions valence impact luxury product price estimation. A pilot study and three studies were conducted to test the hypotheses. We first test whether neutral faces combined with luxury goods can make the customer feel distant. Then we conducted an imagination task to assess whether the interaction between the facial expressions of sales assistants and product type affects product valuations. Further, we adopted an experiment to explore the proposed mechanism, social distance. The results show that commercial models and sales assistants' neutral facial expressions increase perceived social distance, further enhancing the valuations of luxury goods. In contrast, they estimated mundane products higher when they saw a smiley face than a neutral or a negative face. These findings contribute to the literature on the impact of facial expressions in advertising and services for luxury and mundane products. Our findings have potential implications for brands to manage their images and convey their value through employees’ facial expressions according to brand positioning.
Keywords:Luxury  Facial expression  Social distance  Price
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