Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence
研究发现，销售人员微笑越灿烂，消费者越觉得其温暖但能力越低；这种效应在促销导向消费者和低风险消费中更显著，而预防导向消费者和高风险情境下能力感知的负面效应更强。
While previous work has focused on the positive impact of smiles on interpersonal perceptions, this research proposes and finds that smile intensity differentially affects two fundamental dimensions of social judgments—warmth and competence. A marketer displaying a broad smile, compared to a slight smile, is more likely to be perceived by consumers as warmer but less competent. Furthermore, the facilitative effect of smile intensity on warmth perceptions is more prominent among promotion-focused consumers and in low-risk consumption contexts, while the detrimental effect of smile intensity on competence perceptions is more likely to occur among prevention-focused consumers and in high-risk consumption situations. Field observations in a crowdfunding context further indicate that the effects of smile intensity on warmth and competence perceptions have downstream consequences on actual consumer behaviors.