Is a smiling model better? A study based on apparel e-retailers

Abstract

Purpose

The objective of this study is to examine the effect of human model facial presentation (a smiling facial expression vs a neutral facial expression vs no facial presentation) on consumers' approach behavior and to determine the mechanism and boundary conditions behind such effects.

Design/methodology/approach

The research consisted of four laboratory experiments.

Findings

The results of four studies showed that a smiling facial expression led to the highest score for approach behavior. Pleasure and arousal mediated the effect of facial presentation on approach behavior. In the relationship between facial presentation and approach behavior, the moderating effects of emotional receptivity and the situation were significant. To be specific, for participants with high emotional receptivity, smiling facial expressions led to the highest approach behavior; for participants with low emotional receptivity, neutral expressions led to the highest approach behavior. In a browsing situation, the approach behavior of participants in response to a smiling facial expression was the highest. However, no significant differences were found in approach behavior under the three conditions regarding a purchasing situation.

Originality/value

This study supplements the literature on human model presentation and enriches the study of facial expressions.

Citation

Wu, R., Ou, X. and Li, Y. (2020), "Is a smiling model better? A study based on apparel e-retailers", Journal of Contemporary Marketing Science, Vol. 3 No. 1, pp. 81-98. https://doi.org/10.1108/JCMARS-12-2019-0044