Is Full Bright Smile a Positive Factor for Higher WTP?: Evidence from a Cross-Cultural Study on the Integrated Effects of Salesperson’s Non-verbal Behavior

This study examined the extent to which culture and familiarity with a shopping situation moderate the impact of a salesperson’s smile intensity on consumer decisions. Koreans, Indonesians, and Filipinos and Malaysians were recruited to represent low, mid, and high power distances, respectively. Participants were randomly assigned to one of two scenarios which asked to imagine shopping for a cosmetic product and being approached by a salesperson who either had a full smile and proactive service or had a limited smile and passively promoted sales. As predicted, the intentions to stay at the shop, purchase recommended items, and pay extra money for shopping were higher among the Korean participants when imagining a salesperson with a full smile. The Indonesians, in contrast, were more willing to pay extra money for shopping when approached by a salesperson with a limited smile. Implications for cross-cultural scholars and marketing practitioners are also discussed.