Abstract
Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contrast, a spokesperson’s slight smile is more persuasive for consumers with independent self-construal in the exchange relationship. Processing fluency serves as the underlying mechanism. The results provide implications for marketers regarding how to use a spokesperson’s smile effectively.
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