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

Setyawan, Andhy and Anandya, Dudi and Fulongga, Farenza Renada (2018) A message behind a smile: how facial expression supports communication in marketing. In: The 15th International Symposium on Management (INSYMA 2018), March 1st, 2018, Burapha University, Thailand.

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Official URL / DOI: https://www.atlantis-press.com/proceedings/insyma-...


A smile is a form of facial expression which contains a message of a person's feelings that al-lows the transmission of emotion to others. In marketing communications, emotional contagion can be an in-dividual 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 observ-ing 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 to-wards advertising, brand, and intention of purchasing product.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: facial expression, emotional contagion, attitude, purchase intentions, marketing communications
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Andhy Setyawan 208014
Date Deposited: 19 May 2018 03:40
Last Modified: 04 Sep 2023 08:51
URI: http://repository.ubaya.ac.id/id/eprint/32371

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