How a Smile Can Make a Difference:Enhancing the Persuasive Appeal Of Celebrity Endorsers
研究发现，当消费者对名人有负面态度时，展示真诚微笑（杜兴微笑）能显著提升消费者对名人真实性的感知，进而改善对广告的态度和购买意愿。
<h3>ABSTRACT</h3> 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. The authors examined the effect of celebrity attitude on consumer perceptions of celebrity genuineness, and in turn, consumer attitude toward the advertisement and purchase intention. They also investigated whether a negative attitude toward a celebrity can be overcome, resulting in positive advertisement attitude and purchase intentions. Results showed that exposure to a celebrity displaying a Duchenne smile significantly boosts consumer perceptions of celebrity genuineness when consumers have a negative attitude toward the celebrity.