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Available. Open Access. Open Access
Article
Publication date: 2 January 2020

Giuliana Isabella and Valter Afonso Vieira

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…

4673

Abstract

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 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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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).

Details

RAUSP Management Journal, vol. 55 no. 3
Type: Research Article
ISSN: 2531-0488

Keywords

Available. Open Access. Open Access

Abstract

Details

RAUSP Management Journal, vol. 58 no. 3
Type: Research Article
ISSN: 2531-0488

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Article
Publication date: 5 June 2019

Marlon Dalmoro, Giuliana Isabella, Stefânia Ordovás de Almeida and João Pedro dos Santos Fleck

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an…

2468

Abstract

Purpose

This paper aims to investigate how the physical and sensory environmental triggers interact with subjective consumer evaluations in the production of shopping experiences, an under-investigated theme, despite its relevance.

Design/methodology/approach

An interpretative multi-method approach was used by combining video observation with camera eyeglasses and in-depth interviews with 30 customers of a department store.

Findings

Results offer a holistic framework with four-dimensional axial combination involving physical comfort, psychological comfort, physical product evaluation and sensorial product evaluation. Based on this framework, results highlight the role of comfort and products in producing shopping experience in ordinary store visits.

Research limitations/implications

The findings contribute both to consumer experience studies and to the retail marketing literature in shading a light on experience production in ordinary store visits. Specifically, we detail these visits not as a static response to a given environment stimulus, but as a simultaneous objective and subjective combination able to produce experience.

Practical implications

The results encourage managers to understand the experience production not just as an outcome of managerially influenced elements, like décor or odor. It involves considering subjective elements in the design of consumers’ physical and sensorial retail experiences.

Originality/value

Adopting an innovative method of empirical data collection, results generated a framework that integrates the objective shopping environment and subjective consumer responses. This research considers the role of comfort and product features and quality both physically and sensorially to develop experiences in a holistic manner in ordinary shopping visits.

Details

European Journal of Marketing, vol. 53 no. 10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 17 October 2016

Simone R. Barakat, Giuliana Isabella, João Maurício Gama Boaventura and José Afonso Mazzon

The purpose of this paper is to examine the association between corporate social responsibility (CSR) and employee satisfaction. The study proposes and empirically tests two…

12760

Abstract

Purpose

The purpose of this paper is to examine the association between corporate social responsibility (CSR) and employee satisfaction. The study proposes and empirically tests two hypotheses: that CSR is positively associated with employee satisfaction, and that organizational image mediates the relationship between CSR and employee satisfaction.

Design/methodology/approach

The hypotheses were tested through regression analyses, using data from 85,167 questionnaires completed by employees at 381 Brazilian companies, as well as data pertaining to the “breadth” of CSR engagement of those same companies.

Findings

The results of this study provide evidence that CSR-oriented actions undertaken by companies will lead to a better organizational image, and this, in turn, will lead to greater employee satisfaction.

Practical implications

Because employee behaviour influences organizational outcomes and higher job satisfaction may lead to greater employee commitment to organizational goals and values, understanding the impact of CSR on employee satisfaction is relevant to corporate performance.

Originality/value

The study contributes to the body of empirical research on CSR by investigating the underlying mechanisms linking CSR with employee behaviour. Scholars in the area of CSR regularly explore the outcomes and impacts of CSR actions on internal and external stakeholders. However, the impacts of CSR for a critical group of stakeholders – namely, employees – and its underlying mechanisms are understudied in the CSR literature.

Details

Management Decision, vol. 54 no. 9
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 7 March 2016

Filipe Quevedo-Silva, Otavio Freire, Dario de Oliveira Lima-Filho, Marcelo Moll Brandão, Giuliana Isabella and Luísa Brito Moreira

The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s…

3140

Abstract

Purpose

The purpose of this paper is to assess the factors affecting intentions to purchase food through the internet. Based on the available literature – more specifically, on Ajzen’s (1985) theory of planned behaviour and Grunert and Ramus’ model (2004) – this study proposes and tests a model of planned food purchases via the internet.

Design/methodology/approach

A quantitative study was conducted among 403 respondents. Data were analyzed using structural equation modelling.

Findings

The main results demonstrated that attitude and perceived difficulty are the antecedents of purchase intentions. Perceived risk had a negative relationship with attitude. With respect to lifestyle, novelty was positively related to attitude, and freshness was negatively related. In addition, novelty had only an indirect effect on intention, which was mediated by attitude. A wired lifestyle had a positive relationship with attitude, and a negative relationship with perceived difficulty.

Originality/value

This study operationalizes and improves Grunert and Ramus’ (2004) model of intention to buy food over the internet, by developing, testing and presenting a more comprehensive model.

Details

British Food Journal, vol. 118 no. 3
Type: Research Article
ISSN: 0007-070X

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