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 emotions from the emitter. Drawing on emotional contagion theory, the authors expand this concept and propose that smiles in static facial expressions influence product evaluation. They suggest that false smiles do not have the same impact as genuine smiles on product evaluation, and the congruence between the model gender–product in a static ad and the gender of the viewer moderates the effects.,In Experiment 1, subjects were randomly assigned to view one of the two ad treatments to guard against systematic error (e.g. bias). In Experiment 2, it was investigated whether viewing a static ad featuring a model with a false smile can result in a positive product evaluation as was the case with genuine smiles (H3). In Experiment 3, it was assumed that when consumers evaluate an ad featuring a smiling face, the facial expression influences product evaluation, and this influence is moderated by the congruence between the gender of the ad viewer and the product H gender of the model in the ad.,Across three experiments, the authors found that the model’s facial expression influenced the product evaluation. Second, they supported the association between a model’s facial expression and mimicry synchronization. Third, they showed that genuine smiles have a higher impact on product evaluation than false smiles. This novel result enlarges the research on genuine smiles to include false smiles. Fourth, the authors supported the gender–product congruence effect in that the gender of the ad’s reader and the model have a moderating effect on the relationship between the model’s facial expression and the reader’s product evaluation.,Marketing managers would benefit from understanding that genuine smiles can encourage positive emotions on the part of consumers via emotional contagion, which would be very useful to create a positive effect on products. The authors improved upon previous psychological theory (Gunnery et al., 2013; Hennig-Thurau et al., 2006) showing that a genuine smile results in higher evaluation scores of products presented in static ads. The theoretical explanation for this effect is the genuine smile, which involves contraction of both zygomatic major and orbicularis oculi muscles. These facial muscles can be better perceived and transmit positive emotions (Hennig-Thurau et al., 2006).

中文翻译：

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平面广告中面部表情对情绪感染及产品评价的影响

本文的目的是研究平面广告中的情绪传染理论，并将微笑的文献扩展到不同类型的微笑和性别一致性。当情绪通过来自发送者的情绪同步从发送者转移到接收者时，就会发生情绪传染。作者借鉴情绪传染理论，扩展了这一概念，并提出静态面部表情中的微笑会影响产品评价。他们认为假笑与真笑对产品评价的影响不同，静态广告中的模型性别-产品与观众性别之间的一致性调节了效果。在实验 1 中，受试者被随机分配查看两种广告处理之一以防止系统错误（例如偏差）。在实验 2 中，调查了观看以假笑模特为特色的静态广告是否会像真笑一样获得正面的产品评价（H3）。在实验 3 中，假设当消费者评价带有笑脸的广告时，面部表情会影响产品评价，并且这种影响通过广告观看者的性别与模型中模型的产品 H 性别之间的一致性来调节。 ad.,在三个实验中，作者发现模型的面部表情影响了产品的评价。其次，他们支持模型的面部表情和模仿同步之间的关联。第三，他们表明真诚的微笑比虚假的微笑对产品评价的影响更大。这一新颖的结果扩大了对真实微笑的研究，包括虚假微笑。第四，作者支持性别-产品一致性效应，因为广告读者和模特的性别对模特面部表情和读者产品评价之间的关系有调节作用。,营销经理将从理解真正的微笑中受益可以通过情绪感染来激发消费者的积极情绪，这对于对产品产生积极影响非常有用。作者改进了先前的心理学理论（Gunnery 等人，2013 年；Hennig-Thurau 等人，2006 年）表明，真正的微笑会导致静态广告中展示的产品的评估分数更高。这种效果的理论解释是真正的微笑，它涉及颧大肌和眼轮匝肌的收缩。