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

Leonardo Aureliano-Silva

doi:10.18593/race.v17i3.16510

Autores

Leonardo Aureliano-Silva Universidade Nove de Julho

DOI:

https://doi.org/10.18593/race.v17i3.16510

Resumo

Abstract: 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.

Keywords: Smiling face. Food and beverage. Retail.

Quanto vale um sorriso? O efeito de rostos sorridentes em lojas de varejo de alimentos

Resumo: 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.

Palavras-chave: Rosto sorridente. Alimentos e bebidas. Varejo.

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