A celebrity’s smile can go a long way toward improving perceptions about an ad and purchase intent, especially when it’s perceived as genuine. That’s what researchers from Australia learned when studying the effects of the Duchenne smile—distinguished by the appearance of crow’s feet around the eyes and raised cheeks.
This kind of smile can even help to offset negative attitudes toward the celebrity. The implication: “As advertisers and brand managers strive to control the behavior of their celebrity endorsers, they should monitor the associations held between the endorser and brand. The findings of this study suggest that, even if things go astray and celebrities fall from grace, careful execution of advertising can counteract negative associations held with a celebrity, meaning that premature dumping and replacement of celebrity endorsers may be avoided.”