本研究主要探討不同情感需求（Need for Affect）的消費者是否會對廣告偏好產生影響，並以隱喻及笑容作為調節變項。本研究採用兩個實驗，分別進行實驗一2（隱喻：高度隱喻 vs. 低度隱喻）×2（笑容：真誠的笑容 vs. 虛假的笑容），以及實驗二2（隱喻：高度隱喻 vs. 低度隱喻）×2（笑容：燦爛的笑容 vs. 輕微的笑容）的受試者間實驗設計，包含四種不同的情境。實驗一及實驗二皆以量表測量受試者的情感需求傾向，並接續將四種不同類型的廣告隨機分配給受試者，透過結合隱喻及笑容的廣告圖文，去了解受試者們對廣告的偏好程度以及對廣告中隱喻及笑容的反應。研究結果顯示一、隱喻（高度隱喻與低度隱喻）與笑容（真笑與假笑）對於不同情感需求的消費者，在廣告偏好具有交互作用。二、當廣告是以高度隱喻的方式呈現，且出現真笑時，接近情感需求的消費者可能會比迴避情感需求的消費者產生更強烈的廣告偏好。三、當廣告是以低度隱喻的方式呈現，且出現真笑時，接近情感需求的消費者的廣告偏好與迴避情感需求的消費者無差異。四、廣告是以高度隱喻的方式呈現，且出現假笑時，迴避情感需求的消費者的廣告偏好與接近情感需求的消費者無差異。五、當廣告是以低度隱喻的方式呈現，且出現假笑時，迴避情感需求的消費者可能會比接近情感需求的消費者產生更強烈的廣告偏好。六、隱喻（高度隱喻與低度隱喻）與笑容（燦笑與微笑）對於不同情感需求的消費者，在廣告偏好具有交互作用。七、當廣告是以高度隱喻的方式呈現，且出現燦笑時，接近情感需求的消費者可能會比迴避情感需求的消費者產生更強烈的廣告偏好。八、當廣告是以低度隱喻的方式呈現，且出現燦笑時，接近情感需求的消費者的廣告偏好與迴避情感需求的消費者無差異。九、當廣告是以高度隱喻的方式呈現，且出現微笑時，迴避情感需求的消費者的廣告偏好與接近情感需求的消費者無差異。十、當廣告是以低度隱喻的方式呈現，且出現微笑時，迴避情感需求的消費者可能會比接近情感需求的消費者產生更強烈的廣告偏好。
本研究的結果可在實務上提供建議，相關業者可以根據本研究的結果去分析不同類型消費者的偏好和需求，進一步做出市場區隔並制定出更具針對性的行銷策略，進而提升廣告的效益，且能更有效地吸引和留住目標消費者。

This study primarily investigates whether consumers with different need for affect (NFA) have varying preferences for advertisements, with metaphors and smiles as moderating variables. The study conducts two experiments: Experiment 1 with a 2 (metaphor: highly metaphorical vs. low metaphorical) × 2 (smile: Duchenne smile vs. non-Duchenne smile) between-subjects design, and Experiment 2 with a 2 (metaphor: highly metaphorical vs. low metaphorical) × 2 (smile: broad smile vs. slight smile) between-subjects design, encompassing four different scenarios. Both experiments measured participants' need for affect using a scale, followed by random assignment of four types of advertisements to participants. Results demonstrated that: (1) There are interaction effects among metaphors (highly metaphorical vs. low metaphorical), smiles (Duchenne smile vs. non-Duchenne smile), and needs for affect on ad preferences. (2) When presented a highly metaphorical ad with Duchenne smile, consumers with high need for affect tend to show stronger ad preferences compared to those with low need for affect. (3) When presented a low metaphorical ad with Duchenne smile or a highly metaphorical ad with non-Duchenne smile, there is no difference in ad preferences between consumers with high and low need for affect. (4) When presented a highly metaphorical ad with Duchenne smile, consumers with low need for affect tend to show stronger ad preferences compared to those with high need for affect. (5) There are interaction effects among metaphors (highly metaphorical vs. low metaphorical), smiles (broad smile vs. slight smile), and needs for affect on ad preferences. (6) When presented a highly metaphorical ad with broad smile, consumers with high need for affect tend to show stronger ad preferences compared to those with a low need for affect. (7) When presented a low metaphorical ad with broad smile or a highly metaphorical ad with slight smile, there is no difference in ad preferences between consumers with high and low need for affect. (8) When presented a low metaphorical ad with slight smile, consumers with low need for affect tend to show stronger ad preferences compared to those with high.
The results of this study can provide practical recommendations. Relevant businesses can use these findings to develop appropriate marketing strategies, segmenting the market based on different types of consumers to achieve the maximum advertising effectiveness.

1.Abel, E. L., & Kruger, M. L. (2010). Smile intensity in photographs predicts longevity. Psychological Science, 21(4), 542-544. https://doi.org/10.1177/0956797610363775
2.Adams Jr, R. B., & Kleck, R. E. (2003). Perceived gaze direction and the processing of facial displays of emotion. Psychological Science, 14(6), 644-647. https://doi.org/10.1046/j.0956-7976.2003.psci_1479.x
3.Ahn, H., Yim, M. Y.-C., & Sung, Y. (2022). When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor. International Journal of Advertising, 41(3), 541-562. https://doi.org/10.1080/02650487.2021.1900502
4.Anand, P., & Sternthal, B. (1989). Strategies for Designing Persuasive Messages: Deductions from the Resource Matching Hypothesis. In Patricia C. & Alice M. T.(Eds.), Cognitive and Affective Responses to Advertising(pp.135-159). Lexington Books. https://psycnet.apa.org/record/1988-98626-004
5.Andrzejewski, S. A., & Mooney, E. C. (2016). Service with a smile: does the type of smile matter? Journal of Retailing and Consumer Services, 29, 135-141. https://doi.org/10.1016/j.jretconser.2015.11.010
6.Ang, S. H. (2002). Effects of metaphoric advertising among mainland Chinese consumers. Journal of Marketing Communications, 8(3), 179-188. https://doi.org/10.1080/13527260210148639
7.Ang, S. H., & Lim, E. A. C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39-53. https://doi.org/10.1080/00913367.2006.10639226
8.Appel, M., Gnambs, T., & Maio, G. R. (2012). A short measure of the need for affect. Journal of Personality Assessment, 94(4), 418-426. https://doi.org/10.1080/00223891.2012.666921
9.Appel, M., & Richter, T. (2010). Transportation and need for affect in narrative persuasion: A mediated moderation model. Media Psychology, 13(2), 101-135. https://doi.org/10.1080/15213261003799847
10.Barger, P. B., & Grandey, A. A. (2006). Service with a smile and encounter satisfaction: Emotional contagion and appraisal mechanisms. Academy of Management Journal, 49(6), 1229-1238. https://doi.org/10.5465/amj.2006.23478695
11.Bartsch, A., Appel, M., & Storch, D. (2010). Predicting emotions and meta-emotions at the movies: The role of the need for affect in audiences’ experience of horror and drama. Communication Research, 37(2), 167-190. https://doi.org/10.1177/0093650209356441
12.Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads. Journal of Interactive Marketing, 37(1), 75-88. https://doi.org/10.1016/j.intmar.2016.06.004
13.Berg, H., Söderlund, M., & Lindström, A. (2015). Spreading joy: examining the effects of smiling models on consumer joy and attitudes. Journal of Consumer Marketing, 32(6), 459-469. https://doi.org/10.1108/JCM-03-2015-1356
14.Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online advertising. Journal of Retailing, 91(3), 390-409. https://doi.org/10.1016/j.jretai.2015.04.001
15.Bogodistov, Y., & Dost, F. (2017). Proximity begins with a smile, but which one? Associating non-Duchenne smiles with higher psychological distance. Frontiers in Psychology, 8, 272863. https://doi.org/10.3389/fpsyg.2017.01374
16.Brennan, I., & Bahn, K. D. (2006). Literal versus extended symbolic messages and advertising effectiveness: The moderating role of need for cognition. Psychology & Marketing, 23(4), 273-295. https://doi.org/10.1002/mar.20111
17.Broeder, P., & Goorden, D. (2019). The cross-cultural impact of the ingenuine smiling celebrity in online advertising. Tourism and Management Studies, 15(4), 27-34. https://doi.org/10.18089/tms.2019.150403
18.Burgers, C., Konijn, E. A., Steen, G. J., & Iepsma, M. A. (2015). Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising. International Journal of Advertising, 34(3), 515-532. https://doi.org/10.1080/02650487.2014.996200
19.Chang, C.-T., & Yen, C.-T. (2013). Missing ingredients in metaphor advertising: The right formula of metaphor type, product type, and need for cognition. Journal of Advertising, 42(1), 80-94. https://doi.org/10.1080/00913367.2012.749090
20.Cui, J., Colston, H. L., & Jiang, G. (2024). Is that a genuine smile? Emoji-based sarcasm interpretation across the lifespan. Metaphor and Symbol, 39(3), 195-216. https://doi.org/10.1080/10926488.2024.2314595
21.De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
22.De Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing, 81(5), 1-15. https://doi.org/10.1509/jm.15.0178
23.Dehay, E. K., & Landwehr, J. R. (2019). A MAP for effective advertising: the metaphoric advertising processing model. AMS Review, 9(3), 289-303. https://doi.org/10.1007/s13162-018-0131-1
24.Deng, H., Zhao, N., & Wang, Y. (2023). Identifying Chinese social media users' need for affect from their online behaviors. Frontiers in Public Health, 10, 1045279. https://doi.org/10.3389/fpubh.2022.1045279
25.Deutsch, F. M., LeBaron, D., & Fryer, M. M. (1987). What is in a smile? Psychology of Women Quarterly, 11(3), 341-352. https://doi.org/10.1111/j.1471-6402.1987.tb00908.x
26.Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277. https://doi.org/10.1080/0965254X.2015.1095222
27. Ekman, P. (1992). Facial expressions of emotion: New findings, new questions. Psychological Science, 3(1), 34-38. https://doi.org/10.1111/j.1467-9280.1992.tb00253.x
28.Ekman, P., Davidson, R. J., & Friesen, W. V. (1990). The Duchenne smile: Emotional expression and brain physiology: II. Journal of Personality and Social Psychology, 58(2), 342. https://doi.org/10.1037/0022-3514.58.2.342
29.Ekman, P., Freisen, W. V., & Ancoli, S. (1980). Facial signs of emotional experience. Journal of Personality and Social Psychology, 39(6), 1125. https://doi.org/10.1037/H0077722
30.Farroni, T., Menon, E., & Johnson, M. H. (2006). Factors influencing newborns’ preference for faces with eye contact. Journal of Experimental Child Psychology, 95(4), 298-308. https://doi.org/10.1016/j.jecp.2006.08.001
31.Gkiouzepas, L., & Hogg, M. K. (2011). Articulating a new framework for visual metaphors in advertising. Journal of Advertising, 40(1), 103-120. https://doi.org/10.2753/JOA0091-3367400107
32.Gomez-Uribe, C. A., & Hunt, N. (2015). The netflix recommender system: Algorithms, business value, and innovation. ACM Transactions on Management Information Systems (TMIS), 6(4), 1-19. https://doi.org/10.1145/2843948
33.Grewal, D., Roggeveen, A., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6. https://doi.org/10.1016/j.jretai.2016.12.008
34.Gunnery, S. D., & Hall, J. A. (2014). The Duchenne smile and persuasion. Journal of Nonverbal Behavior, 38, 181-194. https://doi.org/10.1007/s10919-014-0177-1
35.Gunnery, S. D., Hall, J. A., & Ruben, M. A. (2013). The deliberate Duchenne smile: Individual differences in expressive control. Journal of Nonverbal Behavior, 37, 29-41. https://doi.org/10.1007/s10919-012-0139-4
36.Gunnery, S. D., & Ruben, M. A. (2016). Perceptions of Duchenne and non-Duchenne smiles: A meta-analysis. Cognition and Emotion, 30(3), 501-515. https://doi.org/10.1080/02699931.2015.1018817
37.Haddock, G., Maio, G. R., Arnold, K., & Huskinson, T. (2008). Should persuasion be affective or cognitive? The moderating effects of need for affect and need for cognition. Personality and Social Psychology Bulletin, 34(6), 769-778. https://doi.org/10.1177/0146167208314871
38.Harker, L., & Keltner, D. (2001). Expressions of positive emotion in women's college yearbook pictures and their relationship to personality and life outcomes across adulthood. Journal of Personality and Social Psychology, 80(1), 112. https://doi.org/10.1037/0022-3514.80.1.112
39.Hatfield, E., Cacioppo, J. T., & Rapson, R. L. (1993). Emotional contagion. Current Directions in Psychological Science, 2(3), 96-100. https://doi.org/10.1111/1467-8721.ep10770953
40.Hatzithomas, L., Manolopoulou, A., Margariti, K., Boutsouki, C., & Koumpis, D. (2021). Metaphors and body copy in online advertising effectiveness. Journal of Promotion Management, 27(5), 642-672. https://doi.org/10.1080/10496491.2021.1880520
41.Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800. https://doi.org/10.1108/03090560310495456
42.Hennig-Thurau, T., Groth, M., Paul, M., & Gremler, D. D. (2006). Are all smiles created equal? How emotional contagion and emotional labor affect service relationships. Journal of Marketing, 70(3), 58-73. https://doi.org/10.1509/jmkg.70.3.058
43.Hess U., Beaupré M., Cheung N. (2002). Who to whom and why – Cultural differences and similarities in the function of smiles. In Abel M. (Ed.), An Empirical Reflection on the Smile(pp. 187–216). The Edwin Mellen Press. https://psycnet.apa.org/record/2003-06930-008
44.Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420. https://doi.org/10.1086/209123
45.Horstmann, G. (2003). What do facial expressions convey: Feeling states, behavioral intentions, or actions requests? Emotion, 3(2), 150. https://doi.org/10.1037/1528-3542.3.2.150
46.Huang, T.-L., & Liao, S. (2015). A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness. Electronic Commerce Research, 15, 269-295. https://doi.org/10.1007/s10660-014-9163-2
47.Ilicic, J., Baxter, S. M., & Kulczynski, A. (2016). The impact of age on consumer attachment to celebrities and endorsed brand attachment. Journal of Brand Management, 23, 273-288. https://doi.org/10.1057/bm.2016.5
48.Jeong, S. H. (2008). Visual metaphor in advertising: Is the persuasive effect attributable to visual argumentation or metaphorical rhetoric? Journal of Marketing Communications, 14(1), 59-73. https://doi.org/10.1080/14697010701717488
49.Kao, D. T. (2019). The impact of envy on brand preference: brand storytelling and psychological distance as moderators. Journal of Product & Brand Management, 28(4), 515-528. https://doi.org/10.1108/JPBM-08-2018-2004
50.Kao, D. T., Zhang, L., Yu, A. P. I., & Wu, P. H. (2017). Do ad metaphors enhance or dilute the consumers' brand preferences? Exploring the moderating role of goal orientation. Journal of Consumer Behaviour, 16(5), 474-482. https://doi.org/10.1002/cb.1657
51.Katz, E., Blumler, J., & Gurevitch, M. (1974). Uses and gratification theory. Public Opinion Quarterly, 37(4), 509-523. https://doi.org/10.1086/268109
52.Keh, H. T., Ren, R., Hill, S. R., & Li, X. (2013). The beautiful, the cheerful, and the helpful: The effects of service employee attributes on customer satisfaction. Psychology & Marketing, 30(3), 211-226. https://doi.org/10.1002/mar.20599
53.Keller, P. A., & Block, L. G. (1997). Vividness effects: A resource-matching perspective. Journal of Consumer Research, 24(3), 295-304. https://doi.org/10.1086/209511
54.Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
55.Kim, T., & Read, G. L. (2021). Free smiles are worth a lot for social media influencers: The mediating roles of warmth, competence, and admiration. Cyberpsychology, Behavior, and Social Networking, 24(2), 135-140. https://doi.org/10.1089/cyber.2020.0323
56.King, L. A. (1998). Ambivalence over emotional expression and reading emotions in situations and faces. Journal of Personality and Social Psychology, 74(3), 753. https://doi.org/10.1037/0022-3514.74.3.753
57.Kraus, M. W., & Chen, T.-W. D. (2013). A winning smile? Smile intensity, physical dominance, and fighter performance. Emotion, 13(2), 270. https://doi.org/10.1037/a0030745
58.Kring, A. M., & Gordon, A. H. (1998). Sex differences in emotion: expression, experience, and physiology. Journal of Personality and Social Psychology, 74(3), 686. https://doi.org/10.1037/0022-3514.74.3.686
59.Krumhuber, E., & Manstead, A. S. (2009). Are you joking? The moderating role of smiles in the perception of verbal statements. Cognition and Emotion, 23(8), 1504-1515. https://doi.org/10.1080/02699930802431726
60.Kulczynski, A., Ilicic, J., & Baxter, S. M. (2016). When your source is smiling, consumers may automatically smile with you: Investigating the source expressive display hypothesis. Psychology & Marketing, 33(1), 5-19. https://doi.org/10.1002/mar.20857
61.Lagerwerf, L., & Meijers, A. (2008). Openness in metaphorical and straightforward advertisements: Appreciation effects. Journal of Advertising, 37(2), 19-30. https://doi.org/10.2753/JOA0091-3367370202
62.Lau, S. (1982). The effect of smiling on person perception. The Journal of Social Psychology, 117(1), 63-67. https://doi.org/10.1080/00224545.1982.9713408
63. Lee, S. Y., Jung, S., Jung, H. Y., Choi, S. T., & Oh, S. (2019). Imagination matters: do consumers’ imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising? International Journal of Advertising, 38(8), 1173-1201. https://doi.org/10.1080/02650487.2019.1596445
64.Lee, Y. H., & Lim, E. A. C. (2010). When good cheer goes unrequited: How emotional receptivity affects evaluation of expressed emotion. Journal of Marketing Research, 47(6), 1151-1161. https://doi.org/10.1509/jmkr.47.6.1151
65.Maio, G. R., & Esses, V. M. (2001). The need for affect: Individual differences in the motivation to approach or avoid emotions. Journal of Personality, 69(4), 583-614. https://doi.org/10.1111/1467-6494.694156
66.Malthouse, E. C., & Li, H. (2017). Opportunities for and pitfalls of using big data in advertising research. Journal of Advertising, 46(2), 227-235. https://doi.org/10.1080/00913367.2017.1299653
67.McQuarrie, E. F., & Mick, D. G. (1992). On resonance: A critical pluralistic inquiry into advertising rhetoric. Journal of Consumer Research, 19(2), 180-197. https://doi.org/10.1086/209295
68.McQuarrie, E. F., & Mick, D. G. (1999). Visual rhetoric in advertising: Text-interpretive, experimental, and reader-response analyses. Journal of Consumer Research, 26(1), 37-54. https://doi.org/10.1086/209549
69.McQuarrie, E. F., & Mick, D. G. (2003). Visual and verbal rhetorical figures under directed processing versus incidental exposure to advertising. Journal of Consumer Research, 29(4), 579-587. https://doi.org/10.1086/346252
70.Mehu, M., Little, A. C., & Dunbar, R. I. (2007). Duchenne smiles and the perception of generosity and sociability in faces. Journal of Evolutionary Psychology, 5(1), 183-196. https://doi.org/10.1556/jep.2007.1011
71.Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046
72.Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of Marketing Science, 17, 217-225. https://doi.org/10.1007/BF02729813
73.Phillips, B. J., & McQuarrie, E. F. (2002). The development, change, and transformation of rhetorical style in magazine advertisements 1954–1999. Journal of Advertising, 31(4), 1-13. https://doi.org/10.1080/00913367.2002.10673681
74.Phillips, B. J., & McQuarrie, E. F. (2004). Beyond visual metaphor: A new typology of visual rhetoric in advertising. Marketing Theory, 4(1-2), 113-136. https://doi.org/10.1177/1470593104044089
75.Pieters, R., Warlop, L., & Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765-781. https://doi.org/10.1287/mnsc.48.6.765.192
76.Pixton, T. S. (2011). Happy to see me, aren’t you, Sally? Signal detection analysis of emotion detection in briefly presented male and female faces. Scandinavian Journal of Psychology, 52(4), 361-368. https://doi.org/10.1111/j.1467-9450.2011.00879.x
77.Poels, K., & Dewitte, S. (2019). The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), 81-90. https://doi.org/10.1080/00913367.2019.1579688
78.Reed, L. I., Zeglen, K. N., & Schmidt, K. L. (2012). Facial expressions as honest signals of cooperative intent in a one-shot anonymous Prisoner's Dilemma game. Evolution and Human Behavior, 33(3), 200-209. https://doi.org/10.1016/j.evolhumbehav.2011.09.003
79.Rosenbaum, J. E., & Johnson, B. K. (2016). Who’s afraid of spoilers? Need for cognition, need for affect, and narrative selection and enjoyment. Psychology of Popular Media Culture, 5(3), 273. https://doi.org/10.1037/ppm0000076
80.Roy, R., & Phau, I. (2014). Examining regulatory focus in the information processing of imagery and analytical advertisements. Journal of Advertising, 43(4), 371-381. https://doi.org/10.1080/00913367.2014.888323
81.Scanlon, A. E., & Polage, D. C. (2023). The strength of a smile: Duchenne smiles improve advertisement and product evaluations. International Journal of Undergraduate Research and Creative Activities, 2(1), 4.
82.Scarr, S. (1992). Developmental theories for the 1990s: Development and individual differences. Child Development, 63(1), 1-19. https://doi.org/10.1111/j.1467-8624.1992.tb03591.x
83.Seidel, E.-M., Habel, U., Kirschner, M., Gur, R. C., & Derntl, B. (2010). The impact of facial emotional expressions on behavioral tendencies in women and men. Journal of Experimental Psychology: Human Perception and Performance, 36(2), 500. https://doi.org/10.1037/a0018169
84.Sekunova, A., & Barton, J. J. (2008). The effects of face inversion on the perception of long-range and local spatial relations in eye and mouth configuration. Journal of Experimental Psychology: Human Perception and Performance, 34(5). https://doi.org/10.1037/0096-1523.34.5.1129
85.Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J.-o., Chon, K.-S., Claiborne, C. B., Johar, J. S., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25, 229-241. https://doi.org/10.1177/0092070397253004
86.Söderlund, M., & Rosengren, S. (2010). The happy versus unhappy service worker in the service encounter: Assessing the impact on customer satisfaction. Journal of Retailing and Consumer Services, 17(2), 161-169. https://doi.org/10.1016/j.jretconser.2010.01.001
87.Sopory, P., & Dillard, J. P. (2002). The persuasive effects of metaphor: A meta‐analysis. Human communication research, 28(3), 382-419. https://doi.org/10.1111/j.1468-2958.2002.tb00813.x
88.Soussignan, R. (2002). Duchenne smile, emotional experience, and autonomic reactivity: a test of the facial feedback hypothesis. Emotion, 2(1), 52. https://doi.org/10.1037//1528-3542.2.1.52
89.Surakka, V., & Hietanen, J. K. (1998). Facial and emotional reactions to Duchenne and non-Duchenne smiles. International Journal of Psychophysiology, 29(1), 23-33. https://doi.org/10.1016/S0167-8760(97)00088-3
90.Trivedi, R. H., & Teichert, T. (2019). The effect of ad smiles on consumer attitudes and intentions: Influence of model gender and consumer gender. Journal of Business Research, 99, 197–205. https://doi.org/10.1016/j.jbusres.2019.02.052
91.Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of Marketing Research, 51(5), 546-562. https://doi.org/10.1509/jmr.10.0355
92. Van Mulken, M., Van Hooft, A., & Nederstigt, U. (2014). Finding the tipping point: Visual metaphor and conceptual complexity in advertising. Journal of Advertising, 43(4), 333-343. https://doi.org/10.1080/00913367.2014.920283
93. Van’t Wout, M., & Sanfey, A. G. (2008). Friend or foe: The effect of implicit trustworthiness judgments in social decision-making. Cognition, 108(3), 796-803. https://doi.org/10.1016/j.cognition.2008.07.002
94.Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754
95.Wang, Z., He, X., & Liu, F. (2015). Examining the effect of smile intensity on age perceptions. Psychological Reports, 117(1), 188-205. https://doi.org/10.2466/07.PR0.117c10z7
96.Wang, Z., Mao, H., Li, Y. J., & Liu, F. (2017). Smile big or not? Effects of smile intensity on perceptions of warmth and competence. Journal of Consumer Research, 43(5), 787-805. https://doi.org/10.1093/jcr/ucw062
97.Wild, B., Erb, M., & Bartels, M. (2001). Are emotions contagious? Evoked emotions while viewing emotionally expressive faces: quality, quantity, time course and gender differences. Psychiatry Research, 102(2), 109-124. https://doi.org/10.1016/S0165-1781(01)00225-6
98.Yoo, C., & MacInnis, D. (2005). The brand attitude formation process of emotional and informational ads. Journal of Business Research, 58(10), 1397-1406. https://doi.org/10.1016/j.jbusres.2005.03.011
99.Zhu, H., Zhou, Y., Wu, Y., & Wang, X. (2022). To smile or not to smile: The role of facial expression valence on mundane and luxury products premiumness. Journal of Retailing and Consumer Services, 65, 102861. https://doi.org/10.1016/j.jretconser.2021.102861