Although literature has long established that smiling enhances attractiveness, how a model’s facial expression might affect fashion advertising remains largely unknown.
Date/Time: Wednesday 16 November 2016, 14:00 -16:00
Venue: Newcastle University Business School, Room 2.13
Speaker: Dr. Xuemei Bian, Senior Lecturer in Marketing, Kent Business School
This study examines the effect of models’ facial expressions on female participants’ product preference.
The results reveal that participants rated products more preferable when the male models showed a smiling rather than a neutral expression. However, their preference did not vary with facial expressions of female models.
Managerial and theoretical implications, limitations and future research will also be discussed.