Purpose: The purpose of this paper is to examine the impact of happiness expressed by service firm employees when they are depicted in marketing communications materials, such as printed ads and videos. Design/methodology/approach: Two experiments were conducted in a fitness service setting, in...

Purpose – The purpose of this paper is to examine consumer response to pictures of smiling models in marketing, focusing on the roles of emotional contagion from the smiling models and the perceived typicality of marketing with smiling models. Design/methodology/approach – This paper reports...