Hindering facial mimicry in ad viewing: effects on consumers’ emotions, attitudes and purchase intentions

Recent findings in consumer psychology demonstrate that embodied cognition and bodily mimicry may influence consumers’ attitudes, intentions, and behavior (e.g. Hung & Labroo, 2011; Howard & Gengler, 2001). For example, when two friends (Bill and John) watch a funny advertisement and they both smile this might facilitate each other’s expressiveness and subjective emotional experience. However, when Bill unexpectedly sneers at the funny ad this can be perceived as an incoherent reaction and could therefore interfere with John’s initial cheerful expression. This might reduce his concomitant subjective positive feelings subsequently affecting responses towards the advertisement and the advertised product.