Ilicic, Kulczynski and Baxter

MANAGEMENT SLANT

  • 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.
  • Celebrity genuineness will result in positive consumer attitude toward the advertisement and greater likelihood to purchase the branded product endorsed, even when prior attitudes toward the celebrity may be negative.