The Effect of Facial Expressions on Product Appeal

Although literature has long established that smiling enhances attractiveness, how a model’s facial expression might affect fashion advertising remains largely unknown. This study examines the effect of models’ facial expressions on female participants’ product preference. The results reveal that participants rated products more preferable when the male models showed a smiling than a neutral expression; however, their preference did not vary with facial expressions of female models. Managerial and theoretical implications, limitations and future research are also discussed