A message behind a smile: how facial expression supports communication in marketing

DOI

10.2991/insyma-18.2018.45How to use a DOI?

Keywords

facial expression, emotional contagion, attitude, purchase intentions, marketing communications

Abstract

A smile is a form of facial expression which contains a message of a person's feelings that allows the transmission of emotion to others. In marketing communications, emotional contagion can be an individual evaluation of advertising, brands, and even purchase intentions. Using experimental techniques, this study aims to understand the impact of facial expression on consumer evaluation with emotional contagion mediation. Data from 120 participants involved in laboratory experiments were processed using ANOVA and Linear Regression.The result showed the presence of emotional contagion felt by the individual when observing the facial expression of endorser in an advertisement. Furthermore, this emotional contagion mediates the effect of facial expression on consumer evaluation. Consumer evaluation in this study refers to attitude towards advertising, brand, and intention of purchasing product.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Andhy Setyawan
AU  - Dudi Anandya
AU  - Farenza Renada Fulongga
PY  - 2018/03
DA  - 2018/03
TI  - A message behind a smile: how facial expression supports communication in marketing
BT  - Proceedings of the 15th International Symposium on Management (INSYMA 2018)
PB  - Atlantis Press
SP  - 182
EP  - 185
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-18.2018.45
DO  - 10.2991/insyma-18.2018.45
ID  - Setyawan2018/03
ER  -