Smile Science: Unraveling the Temporal and Spatial Dynamics of Expressions in Marketing Videos

Smiles are a fundamental form of communication, frequently displayed in social interactions, but their complexity often leads to misunderstandings of their true nature. Although extensive research has explored the effects of smiles, typically using static images, the literature remains fragmented, leaving key questions unanswered, such as whether certain types of smiles are inappropriate or when it is inappropriate to smile (Bagozzi, Gopinath, and Nyer 1999). Smiles play a crucial role in shaping interpersonal interactions, influencing perceptions of attractiveness, sincerity, trustworthiness, warmth, and competence, which can encourage cooperative behavior. In marketing, smiles are strategically employed to create positive consumer impressions, enhance customer satisfaction, and increase sales (Tsai 2001; Hennig-Thurau et al. 2006).