It Doesn't Matter what you Wear: The Impact of Posed and Genuine Expressions of Happiness on Product Evaluation

Peace, Victoria; Miles, Lynden K.; Johnston, Lucy

doi:10.1521/soco.2006.24.2.137

Cited by 34 publications

(20 citation statements)

References 23 publications

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“…In the current study, photographs of 10 female faces were used. Six of these were from a set used in previous studies Peace et al 2006) and the remaining four were created at a later date using the same procedure. For the purpose of this study, the photographs were close-cropped to show only the face (see Fig.…”

Section: Stimulimentioning

confidence: 99%

Brief Report: Perception of Genuine and Posed Smiles by Individuals with Autism

Boraston

Corden

Miles

et al. 2007

J Autism Dev Disord

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Individuals with autism are impaired in the recognition of fear, which may be due to their reduced tendency to look at the eyes. Here we investigated another potential perceptual and social consequence of reduced eye fixation. The eye region of the face is critical for identifying genuine, or sincere, smiles. We therefore investigated this ability in adults with autism. We used eye-tracking to measure gaze behaviour to faces displaying posed and genuine smiles. Adults with autism were impaired on the posed/genuine smile task and looked at the eyes significantly less than did controls. Also, within the autism group, task performance correlated with social interaction ability. We conclude that reduced eye contact in autism leads to reduced ability to discriminate genuine from posed smiles with downstream effects on social interaction.

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Section: Stimulimentioning

confidence: 99%

Brief Report: Perception of Genuine and Posed Smiles by Individuals with Autism

Boraston

Corden

Miles

et al. 2007

J Autism Dev Disord

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“…Most people show their teeth when they smile and buccal corridors are visible in less than half of those people. Posed and spontaneous smiles are equally represented, although the previous research suggested that a spontaneous smile may increase the success of advertisement (21).…”

Section: Discussionmentioning

confidence: 99%

“…Kod većine nasmiješenih ljudi zubi su vidljivi, a bukalni koridori uočavaju se kod manje od polovine. Usiljeni i spontani osmijesi podjednako su česti, iako dosadašnja istraživanja sugeriraju da onaj spontani može povećati uspješnost reklame (21).…”

Section: Raspravaunclassified

Frequency, Context and Characteristics of Smile Used in Advertising

Lukež

Katić

Lauš

et al. 2017

Acta Stomatol Croat

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IntroductionHuman face is a universal and key feature that affects physical appearance and attractiveness (1, 2), and marketing experts use attractive faces and smiles in product advertising. There are two reasons for using a human face: firstly, it serves as an access point to different abstract systems of numerous companies that are being advertised (3); secondly, it contains a great amount of information, the most important ones in advertising are emotions (4).The role of emotions in marketing is based on increasing the emotional link between consumers and a brand. A commercial which can surprise, amuse or even make people cry enables the advertisers achieve their goals -inculcating the products in audience`s minds, making positive associations with the brand and driving sales up (5). There are several different marketing instruments which can trigger certain emotions of the targeted audience such as sex appeal, humor appeal, fear appeal and joy appeal with the latter presenting people laughing and having a good time (5). Although smile is not the only way to trigger happiness, it is still a universal expression which plays an important role in social interaction (3, 6, 7). UvodLice je univerzalna i ključna značajka koja utječe na fizič-ki izgled i privlačnost neke osobe (1, 2), a marketinški struč-njaci koriste se privlačnim licima i osmijesima u reklamiranju proizvoda. Dva su razloga za korištenje ljudskoga lica: prvi je da ono služi kao pristupna točka različitim apstraktnim sustavima mnogobrojnih kompanija koje se reklamiraju (3), a drugi je da sadržava veliku količinu informacija od kojih su za reklamiranje najvažnije emocije (4).Uloga osjećaja u marketingu temelji se na jačanju emocionalne povezanosti između potrošača i proizvoda. Reklama koja može iznenaditi, zabaviti ili čak rasplakati ljude omogućuje oglašivačima da postignu svoje ciljeve -proizvod će biti zapamćen i ostvarit će pozitivne asocijacije te će se tako povećati prodaja (5). Nekoliko je marketinških instrumenata koji mogu potaknuti određene emocije kod ciljane publike, primjerice, seksualna privlačnost, humorističnost, zastrašivanje i uživanje; ovo posljednje često je predstavljeno ljudima koji se smiju i dobro zabavljaju (5). Iako osmijeh nije jedini način za poticanje sreće, ipak je univerzalan oblik izražavanja koji ima važnu ulogu u društvenim interakcijama (3, 6, 7). Sažetak Svrha: Slike nasmiješenih ljudi sveprisutne su u marketingu. Ovo istraživanje bavilo se učestalo-šću i karakteristikama osmijeha, kontekstom korištenoga osmijeha i ciljanom publikom novinskih reklama. Materijali i postupci: Četiri istraživača analizirala su 600 reklama iz 46 europskih časopisa i novina, a koristili su se analizom sadržaja i analizom uokvirivanja. Dvadeset stavki obrasca za analizu upotrijebljeno je za bilježenje prisutnosti ljudi, karakteristika osmijeha, konteksta u kojem je osmijeh korišten, dojma uspjeha i zdravlja i koja je ciljana publika. Za statističku analizu odabran je Hikvadrat test. Rezultati: Više od 70 posto novinskih reklama sadržava...

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“…For example, a smile makes a stranger's face look more attractive (Otta et al 1994;Otta, Abrosio, and Hoshino 1996) and increases perceivers' liking of an advertising message, even when used as a subliminal prime (Channouf 2000). In previous research (Peace, Miles, and Johnston 2006), consumers also evaluated a Tshirt more favorably when the model who was wearing it had a genuine smile as opposed to an emotionless posed smile or a relaxed, neutral facial expression. Based on these findings, we predict that consumers will prefer a smiling image of themselves over their image with a neutral expression.…”

Section: Facial Expression In the Virtual Mirrormentioning

confidence: 99%

I Like Your Product When I like My Photo: Misattribution Using Interactive Virtual Mirrors

Cho¹,

Schwarz²

2012

Journal of Interactive Marketing

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Recent technological advances in interactive marketing allow consumers to use a ‘virtual mirror’ (created with their own digital photo uploaded to a retailer's Web site) to see how products would look on them. The virtual mirror can be used for simulated product experiences in virtual shopping environments (e.g., trying a garment or a pair of sunglasses in an Internet shopping mall). To enhance our understanding of the managerial implications of this new marketing tool, we test whether the images consumers select to construct their ‘virtual mirror’ influence their product evaluations. Psychological theorizing suggests that it is difficult to distinguish one's reaction to the product from one's reaction to the personal image to which the product is applied, giving rise to misattribution effects. Consistent with this assumption, three studies show that consumers evaluate a product more favorably the more they like the image used to construct a virtual mirror (for themselves or for someone they personally know); the variables used to enhance consumers’ liking of their virtual mirror include the consumer's own facial expression (Study 1), a visual enhancement of the image (Study 2), and a regular vs. mirror image format (Study 3).

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It Doesn't Matter what you Wear: The Impact of Posed and Genuine Expressions of Happiness on Product Evaluation

Cited by 34 publications

References 23 publications

Brief Report: Perception of Genuine and Posed Smiles by Individuals with Autism

Brief Report: Perception of Genuine and Posed Smiles by Individuals with Autism

Frequency, Context and Characteristics of Smile Used in Advertising

I Like Your Product When I like My Photo: Misattribution Using Interactive Virtual Mirrors

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