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travel & tourism

How Brands Can Use an Endorser’s Smile More Effectively

  • JOURNAL OF ADVERTISING RESEARCH

A study on endorsers’ smiles in service-brand marketing brings new relevance to the slogan, “Service with a smile.” But which type is more effective, broad or slight? Researchers analyzed these two different types of smiles and found that they resonated differently, depending on how consumers relate to other people and the brand. Service marketers can use the study’s methods to more easily develop and test their spokesperson’s smile.

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NYCU: Is It Safe Outside?

For US adults, a recent poll finds that “feeling safe” is improving among nine pastimes, but not one has even reached a 40% comfort level (“Going out to eat” is tops). “Traveling abroad” and “Going to a concert” ranked lowest.

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