When you smile in professional contexts, do you tend to display a slight smile with just the edges of your lips turned up or a broad smile showing your teeth? A series of studies led by Ze Wang at the University of Central Florida has shown that smile intensity affects real-world consumer decision-making.
Imagine a situation in which an individual seller is trying to win over a customer. A seller smiling broadly tends to be perceived as warmer but less competent than when displaying only a slight smile, according to data collected by Wang and her colleagues.
Neither warmth nor competence were consistently advantageous in all situations. Instead, the benefit of each depended on the customer’s perception of the riskiness of any potential purchase.
A seller smiling broadly tends to be perceived as warmer but less competent than when displaying only a slight smile
All about risk
Customers facing high-risk decisions (eg purchasing an investment product or insurance) were more persuaded by competence; customers facing low-risk decisions (eg considering a meal choice or an inexpensive product) were more swayed by warmth.
To be persuasive, then, aim to match your smile intensity to the needs of different situations. Smile broadly to communicate your warmth in low-risk interactions. However, consider that a broad smile could be detrimental to your performance in higher risk dealings as onlookers may view you as warmer but less competent.
More information
Visit ACCA’s wellbeing hub for advice and support on mental health and wellbeing at work
