Smiling (image) University of Kansas Share Print E-Mail Caption Participants in the study viewed images of marketing photos that depicted the marketer either smiling broadly or only slightly. The researchers found that in advertisements for services that carry higher risk, consumers were more likely to assign competence to marketers that smiled only slightly rather than more broadly, which was associated with warmth but not necessarily competence. Credit Journal of Consumer Research Usage Restrictions None Share Print E-Mail Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.