Researchers at Manchester Metropolitan University, University of Sussex, and Central European University Vienna tested this hypothesis with ads for Louis Vuitton, Gucci, Prada, and two fictitious brand names developed for the studies and referred to in the ads as exclusive collections. Study participants included consumers in the U.S. and China.
Overall, a neutral facial expression on the ad model produced higher levels of ad engagement, positive attitudes, and shopper purchase intentions. The researchers’ explanation is that in luxury contexts, a neutral expression, as contrasted to a smile, portrays pride in one’s self and in the luxury quality of the item being advertised.
The researchers found that the effect did not hold with a mass-market cosmetic brand—Covergirl, but did with a luxury brand—Prada, for the same product category—a two-foundation makeup. With consumers who looked at the Covergirl ads, there were no significant differences between measures for those who saw the model with a smile and those who saw the model with a neutral expression. This supports the explanation that the smile-versus-neutral effect has to do with the nature of luxury contexts.
The effect was stronger when in the ad, the model is looking directly at the viewer rather than averting a direct gaze. This suggests that a neutral look is particularly useful in luxury ads when the model’s gaze is directly toward the viewer.
A direct gaze by a model enhances the credibility which luxury represents. Researchers at University of Houston found that an ad for a product or service appealing to positive emotions works best when the model’s eyes are averted rather than looking straight at the shopper. In one of the experiments—using a Facebook ad for a woman’s sun hat—people were 30% more likely to buy when the model had an averted compared to a direct gaze.
But there was a downside to the averted gaze. It lessened model credibility. When credibility is essential, as with ads dependent on a luxury appeal, use a direct gaze by the model, advise the Houston researchers.
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