How much is a smile worth? The effect of smiling faces in food retail stores

• Autores: Leonardo Aureliano Silva
• Localización: Race: revista de administração, contabilidade e economia, ISSN 1678-6483, ISSN-e 2179-4936, Vol. 17, Nº. 3, 2018 (Ejemplar dedicado a: RACE set./dez. 2018), págs. 841-850
• Idioma: inglés
• DOI: 10.18593/race.v17i3.16510
• Títulos paralelos:
  • Quanto vale um sorriso? O efeito de rostos sorridentes em lojas de varejo de alimentos
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    The present research tests the emotional contagion theory of an attendant´s smiling face on consumer behavior. Five experiments composed of 294 customers were performed in different food retail stores. The results show that the attendant´s smiling face has a significant effect on customer judgment about the attendant’s disposition to serve customers, and more interestingly, on the price attributed to the products.

  • português

    A presente pesquisa testa a teoria do contágio emocional considerando o rosto sorridente de um atendente sobre o comportamento do consumidor. Cinco experimentos compostos por 294 clientes foram realizados em diferentes lojas de varejo de alimentos. Os resultados mostram que o rosto sorridente do atendente tem um efeito significativo no julgamento do cliente sobre a disposição do atendente para atender, e, mais interessante, sobre o preço atribuído aos produtos.

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