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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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| Vydáno v: | RAUSP Management Journal |
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| Hlavní autoři: | , |
| Médium: | Artigo |
| Jazyk: | Inglês |
| Vydáno: |
Universidade de São Paulo
2020
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| Témata: | |
| On-line přístup: | 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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