- The role of facial expression in resisting enjoyable advertisements
- Award date
- 24 June 2015
- Number of pages
- Document type
- PhD thesis
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This dissertation on consumer resistance to enjoyable advertisements is positioned in the areas of persuasive communication and social psychology. In this thesis, it is argued that consumers can resist persuasion by controlling their facial expressions of emotion when exposed to an advertisement. Following the embodiment literature and the facial feedback hypothesis, we propose and prove that controlling the expression of emotions elicited by an ad (for example refusing to smile) might be a fruitful way to resist the ad’s persuasive potential.
- Research conducted at: Universiteit van Amsterdam
Thesis (complete) (Embargo until 24 June 2017)
Chapter 1 – Embodied resistance to persuasion model (Embargo until 24 June 2017)
Chapter 4 – Consumer resistance through embodied emotion regulation (Embargo until 24 June 2017)
Chapter 5 – Consumer resistance through shared emotion regulation (Embargo until 24 June 2017)
Chapter 6 – Embodied resistance to persuasion: Implications of the model (Embargo until 24 June 2017)
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