The effect of facial expression on emotional contagion and product evaluation in print advertising

Purpose – The purpose of this paper is to investigate the emotional contagion theory in print ads, and expand the literature of smiling to different type of smiles and gender congruency. Emotional contagion happens when an emotion is transferred from a sender to a receiver by the synchronization of...

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Bibliographic Details
Published in:RAUSP Management Journal
Main Authors: Giuliana Isabella, Valter Afonso Vieira
Format: Article
Language:English
Published: Emerald Publishing 2020-09-01
Subjects:
mimicry
emotional contagion
advertising
smile
Online Access:https://www.emerald.com/insight/content/doi/10.1108/RAUSP-03-2019-0038/full/pdf?title=the-effect-of-facial-expression-on-emotional-contagion-and-product-evaluation-in-print-advertising

Internet

https://www.emerald.com/insight/content/doi/10.1108/RAUSP-03-2019-0038/full/pdf?title=the-effect-of-facial-expression-on-emotional-contagion-and-product-evaluation-in-print-advertising

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