How a Smile Can Make a Difference: Enhancing the Persuasive Appeal of Celebrity Endorsers - Boosting Consumer Perceptions of Celebrity Genuineness Through the Use of a 'Duchenne Smile' in Advertising

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.
Ilicic, Kulczynski and Baxter


  • Exposure to a celebrity displaying a Duchenne (or genuine) smile boosts consumer perceptions of the celebrity’s genuineness.
  • Perceived celebrity genuineness has a positive impact on consumer attitude toward an advertisement and purchase intention.
  • Advertisements can be created that feature a celebrity endorser displaying a Duchenne smile to heighten perceptions of the celebrity’s genuineness....

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