The effects of endorsers' facial expressions on status perceptions and purchase intentions |
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| Institution: | 1. Department of Marketing, The Chinese University of Hong Kong, Shatin, N.T., Hong Kong;2. Department of Marketing, University of Cincinnati, Cincinnati, OH 45221, USA;1. Erasmus School of Economics, Erasmus University Rotterdam, The Netherlands;2. Coller School of Management, Tel-Aviv University, Israel;1. Department of Information Management, College of Management, National Taiwan University, 1, Sec. 4, Roosevelt Rd., Taipei 10617, Taiwan;2. School of Hotel Administration, Cornell University, 244 Statler Hall, Ithaca, NY, USA;1. School of Business, Insper Education and Research Institute, Rua Quatá 300, Vila Olímpia, São Paulo 04546-042, SP, Brazil;2. Department of Marketing, Fowler College of Business, San Diego State University, San Diego, CA 92182-8239, United States of America;3. John C. Narver Chair in Business Administration, Michael G. Foster School of Business, University of Washington, PACCAR Hall, Box 353226, Seattle, WA 98195, United States of America |
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| Abstract: | The facial expressions that endorsers convey in a print ad can influence consumers' reactions to the product being advertised. This effect, which is mediated by perceptions of the endorsers' social status, depends on whether the endorser is male or female. Consumers expect endorsers' facial expressions to conform to normative expectations for how men and women present themselves to others and they attribute high social status to those whose expressions deviate from these expectations. Thus, they perceive smiling male endorsers to have high status but smiling female endorsers to have low status. These perceptions, which are independent of warmth and competence, influence consumers' willingness to purchase products whose social prestige value is unknown a priori. Five experiments confirm these conclusions and demonstrate their implications for actual purchase behavior. |
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