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 em...

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Bibliographic Details
Published in:RAUSP Management Journal
Main Authors: Giuliana Isabella, Valter Afonso Vieira
Format: Artigo
Language:Inglês
Published: Universidade de São Paulo 2020
Subjects:
Administración y Contabilidad
Smile
Mimicry
Advertising
Emotional contagion
Online Access:https://www.redalyc.org/articulo.oa?id=553864260007
https://www.redalyc.org/journal/5538/553864260007/
https://www.redalyc.org/journal/5538/553864260007/html/
https://www.redalyc.org/journal/5538/553864260007/553864260007.epub
https://www.redalyc.org/journal/5538/553864260007/movil
https://doi.org/10.1108/RAUSP-03-2019-0038
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