Abstract:

In order to examine the effects of model type (local vs. non-local model) and model facial expression on consumer's attitude toward the model, we conducted three experiments. The results show that model facial expression influences consumer's attitude toward the model significantly, and participants prefer pleasant facial expression to calm facial expression. When model's attractiveness is similar, the difference between the effect of local model and non-local model on consumer's attitude is not significant. However, the interaction effects of model type and model facial expression are significant. In contrast to local model, non-local model enhances the effect of facial expression on consumer's attitude. The interaction effects of model type and model facial expression demonstrate that participants' attitude toward non-local model is higher for high-arousal product when the pleasant facial expression is shown, whereas participants’ attitude toward local model is higher for low-arousal product when the calm facial expression is shown.

Key words: model type, model facial expression, consumer's attitude toward model, pleasant, calm, arousal