Abstract: “Service with a smile” has become a golden rule in service industry. Employees' smile intensity will bring different perceptions to consumers. Through four experiments, this research finds that effects of employees’ smile intensity (slight smile vs. broad smile) on social judgment (warmth perceptions vs. competence perceptions) is moderated by consumers’ sense of power (low power vs. high power). There is an interaction between employees’ smile intensity and consumers’ sense of power. In particular, A broad smile (vs. slight smile) enhances warmth perceptions when consumers are in low power, whereas undermines competence perceptions when consumers are in high power. Further, this interaction effect on consumers' purchase intention is mediated by warmth perceptions and competence perceptions. Our research contributes to the literature of power and facial cues, and practical implication is also discussed lastly based on our findings.

Key words: smile intensity, power, warmth perceptions, competence perceptions, purchase intention