Individual Submission Summary
Share...

Direct link:

“Million Dollar Smile?” How Smile Intensity, Relationship Norm and Consumer Self-Construal Influence Ad Effectiveness

Sat, October 13, 5:00 to 6:15pm, Hilton Anatole, Peridot

Short Abstract

The purpose of this research is to examine how a model’s smile intensity, consumers’ relationship norm and self-construal influence attitude toward the brand and purchase intentions. Two 2x2x2 between-subject experiments are conducted. Processing fluency is considered as a mediator. A three-way interaction effects and moderated mediation effect are found.

Authors