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http://dx.doi.org/10.5392/JKCA.2021.21.06.678

The Negative Effect of the Advertising Endorser's Smile and Consumer's Self-construal Level on Purchase Intention of the Brand in the Expensive Product Category  

Kim, Taemin (인천대학교 신문방송학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.6, 2021 , pp. 678-686 More about this Journal
Abstract
A smiling face usually has a positive effect on interpersonal relationships by delivering a warm impression. However, the stereotype content model and compensation effect between warmth and competence suggested that warmth perceptions caused by a smiling face could influence competence perceptions negatively. This study examined the negative impact of the advertising endorser's smile on purchase intention in an expensive product category by adopting the self-construal level. The study results showed that consumers with independent-self construal (vs. interdependent self-construal) showed a lower purchase intention when exposed to an ad containing an endorser's smile. In comparison, consumers with interdependent-self construal (vs. independent self-construal) showed a lower purchase intention when exposed to an ad without an endorser's smile. Thus, this study demonstrated a moderating role of self-construal in the relationship between advertising endorser's smile and purchase intention. These findings provide valuable theoretical and practical implications for effective advertising strategies in the expensive product category.
Keywords
Stereotype Content Model; Self-Construal Level; Instagram; Advertising; Branding;
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Times Cited By KSCI : 1  (Citation Analysis)
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