The Face of Need: Facial Emotion Expression on Charity Advertisements

Small, Deborah A.; Verrochi, Nicole

doi:10.1509/jmkr.46.6.777

Cited by 420 publications

(451 citation statements)

References 29 publications

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“…Many academic works on advertising have documented the emotional power of appeal drivers in order to shape consumption behavior. Studies have shown that an impactful advertisement can be developed with a premier focus on an advertising color (Lichtlé, 2007), image or picture quality (Small and Verrochi, 2009), music (Tomey, 2014;Lii and Sy, 2009;Mayer et al, 2008), and message being delivered (Mogaji, 2015). Additionally, Cacioppo and Petty (1989) note that the advertising message should be made relevant to the overall context of the advertisement in order to create the desired results.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Hence, the right choice of advertising appeal drivers is important while developing advertising which may ultimately impact the success or failure of advertisement (Turley and Kelley, 1997). Considering these viewpoints, appeal drivers were chosen from the literature in this study focused on message, picture quality, music, and color as these were identified as important by many scholars (Mogaji, 2015;Tomey, 2014;Lichtlé, 2007;Young and Park, 1986;Small and Verrochi, 2009;Lii and Sy, 2009). Hence, the constructs presented in the ACE model were developed out of the review of theories, models, and existing literature on emotions, advertisements, consumer behavior and market mechanisms coupled with gender differentials.…”

Section: Measurement Modelmentioning

confidence: 99%

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Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Majeed

Usman

2017

Front. Bus. Res. China

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A wide difference of opinion exists about the content and composition of emotions. Advertising may influence an audience and their buying decisions about products and services. The objective of this study is to better conceptualize how women emotionally respond to emotional advertisements (EAs). The variant views are integrated into an ACE model, composed of subordinate levels of emotions (E), celebrity endorsements (C), and appeal drivers (A). This empirical study examines women's emotional response using data from 240 Chinese women respondents. The study participants were invited to develop ACE mix based advertisements and fill out questionnaires. PLS-SEM analysis, a novel approach in ACE advertisement development and its applicability to consumer behavior, was used. The results show that showbiz celebrities expressing the emotion of happiness with music and color make the most effective ACE mix to influence the consumption behavior of women. The results are significantly mediated by attention levels and are widely applicable in the burgeoning advertising industry. The study also calls for further research with different ACE mixes in different contexts and on different audiences. It also opens doors for policy making and an appropriate understanding of women's consumption behavior in the Chinese context.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Measurement Modelmentioning

confidence: 99%

Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Majeed

Usman

2017

Front. Bus. Res. China

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“…Some studies (e.g., Pugh, 2001; Hennig-Thurau et al, 2006) have relied on affect measures that almost exclusively relate to arousal, while others (e.g., Musgrove, 2011;Söderlund and Rosengren, 2008) have relied on measures completely associated with pleasure. Yet others (e.g., Barger and Grandey, 2006; Kim and Yoon, 2012;Small and Verrochi, 2009;Tsai and Huang, 2002) have mixed pleasure and arousal-linked measures and collapsed the responses into a single broad affect index. The present study differs from most other studies in that it measured all affective dimensions (that is, pleasure, arousal, and dominance) in the S-O-R model, rather than one or a mixture of two dimensions.…”

mentioning

confidence: 99%

Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction

Otterbring

2017

JOSM

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PostprintThis is the accepted version of a paper published in Journal of Service Management. This paper has been peer-reviewed but does not include the final publisher proof-corrections or journal pagination. Citation for the original published paper (version of record):Otterbring, T. (2017) Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction. Journal of Service Management, 28(2): 284-304https://doi.org/10.1108/ JOSM-11-2015-0372 Access to the published version may require subscription. N.B. When citing this work, cite the original published paper. Permanent link to this version:http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-65528 1 Smile for a while: The effect of employee-displayed smiling on customer affect and satisfaction IntroductionThe face is believed to be the primary non-verbal channel for the communication of emotions (Small and Verrochi, 2009), with smiling being the most direct sign of positive emotions (Ekman, 1992). Smiling is a universal display (Darwin, 1872(Darwin, /1965 Ekman and Friesen, 1969; Lau, 1982) and is cross-culturally understood as a sign of happiness and joy (Ekman, 1992).Therefore, there is a very strong agreement (typically above 90 percent) between people from Western and Eastern cultures, independent of their age and gender, in determining whether an individual is happy or not, solely by looking at the individual's face (e.g., Ekman and Friesen, 1971; Ekman et al., 1987). Research also shows that all positive emotions share one single facial expression: a particular type of smile (Ekman, 1993). Thus, unlike many other expressions, smiling represents one of our few basic emotions (Ekman, 1992) and is collectively understood as a sign of friendliness, generosity, and other altruistic behaviors (Brown et al., 2003; Gabriel et al., 2015; Grandey and Gabriel, 2015; Lau, 1982;Mehu et al., 2008).Applied to a consumer context, many retail and service settings explicitly require their employees to offer "service with a smile" (Barger and Grandey, 2006; Beal et al., 2006; Grandey and Gabriel, 2015) and customers associate such behavior with high-quality service (Rafaeli and Sutton, 1987). In their conceptual framework of emotions as part of the work role, Rafaeli and Sutton (1987) argued that positive employee-displayed emotions should result in three different classes of positive outcomes from the organization's perspective:immediate gains (short-term effects such as sales), encore gains (long-term effects such as store loyalty), and contagion gains (long-term effects such as positive word-of-mouth). In support of these claims, positive employee-displayed emotions and behaviors (such as 2 smiling, greeting, expressing gratitude, and establishing eye contact with customers) increase customers' positive affect (Pugh, 2001;Trougakos et al., 2011), time spent in the store (Tsai and Huang, 2002), and actual consumption or tipping behavior (Otterbring et al., 2013a;Tidd and Lockard, 1978). Furthermore, positive employee-displayed emot...

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“…By comparing with the cognitive processing, the emotional intuition of consumers on the product-harm crisis is a fast and automatic reaction [49][50][51]. In the product-harm crisis, consumers with rich product knowledge are more familiar with the product by comparing with the consumers who are a lack of the product knowledge.…”

Section: The Moderating Effect Of Product Knowledgementioning

confidence: 99%

The Ethical Judgment and Moral Reaction to the Product-Harm Crisis: Theoretical Model and Empirical Research

Liu

Zhang

et al. 2016

Sustainability

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Based on the dual-process theory of ethical judgment, a research model is proposed for examining consumers' moral reactions to a product-harm crisis. A national-wide survey was conducted with 801 respondents in China. The results of this study indicate that consumers will react to a product-harm crisis through controlled cognitive processing and emotional intuition. The results of the study also show that consumers view a product-harm crisis as an ethical issue, and they will make an ethical judgment according to the perceived severity and perceived relevance of the crisis. The ethical judgment in the perceived crisis severity and perceived crisis relevance will affect consumers' condemning emotions in terms of contempt and anger. Through controlled cognitive processing, a personal consumption-related reaction (purchasing intention) is influenced by the perceived crisis severity. Furthermore, a social and interpersonal reaction (negative word of mouth) is influenced by the perceived crisis relevance through the controlled cognitive processing. This social and interpersonal reaction is also influenced by the perceived crisis severity and perceived crisis relevance through the intuition of other-condemning emotion. Moreover, this study finds that the product knowledge negatively moderates the impact of the perceived crisis severity on the condemning emotions. Therefore, when a consumer has a high level of product knowledge, the effect of perceived crisis severity on the condemning emotions will be attenuated, and vice versa. This study provides scholars and managers with means of understanding and handling of consumers' reactions to a product-harm crisis.

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The Face of Need: Facial Emotion Expression on Charity Advertisements

Cited by 420 publications

References 29 publications

Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction

The Ethical Judgment and Moral Reaction to the Product-Harm Crisis: Theoretical Model and Empirical Research

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