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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2020-09-01
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| Series: | RAUSP Management Journal |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/RAUSP-03-2019-0038/full/pdf?title=the-effect-of-facial-expression-on-emotional-contagion-and-product-evaluation-in-print-advertising |