The study of the effect of facial expressions on product appeal and consumer decision-making

2018 Fiscal Year Final Research Report

• Project/Area Number: 17H07140
• Research Category: Grant-in-Aid for Research Activity Start-up
• Allocation Type: Single-year Grants
• Research Field: Commerce
• Research Institution: University of the Ryukyus
• Principal Investigator: TAKAHASHI Nozomi 琉球大学, 大学評価IRマネジメントセンター, 講師 (10805964)
• Project Period (FY): 2017-08-25 – 2019-03-31
• Keywords: 社会系心理学 / 表情 / 広告 / モデルの魅力 / 性別 / 商品の好ましさ

Outline of Final Research Achievements

Although several studies have proved that smiling enhances attractiveness, how a model’s facial expression might affect fashion advertising remains largely unknown. This study aims to examine the effect of models’ facial expressions on product preference and consumer decision-making. Managerial and theoretical implications, limitations and future research are also discussed.

Free Research Field

認知心理学

Academic Significance and Societal Importance of the Research Achievements

本研究の学術的及び社会的意義は、これまで蓄積された研究を進展させ、消費者の商品の評価を理解する上での参考となる情報を提示できた点といえる。