Újszászi Bogár László: a smiling face makes people eat and buy more
The experiment of Piotr Winkielman, a researcher at the University of California, San Diego, and Kent C. Berridge, who works at the University of Michigan, shows that the sight of a smiling or frowning face changes the willingness to consume, even if the recipient is not even aware of this sight – László Újszászi Bogár, an expert in persuasion and influencing techniques points out in his recent post.

As a result of smiling, we not only consume more, we also pay more
Subjects were shown a picture of an emotionless face for less than half a second. This time is enough for the participants to recognize the face and determine its gender, which was the task anyway. However, up to sixteen thousandths of a second, the researchers inserted a smiling or frowning face among the others. This is too little time for the participants to even be aware of what they are looking at, that is, the observation of the face only happened on a subconscious level. This alone did not make the subjects feel better or sad. However, those who were thirsty poured themselves more drinks and drank more when they saw a happy face.
There was also a second part of the study, from which it was revealed that thirsty people not only drank more when they saw smiling faces, but were also willing to pay twice as much for the drink as those who were given a sullen photo. From all of this, the researchers concluded that at a subconscious level, as a result of the combination of thirst and the happy face, some level of emotional change took place in the subjects.
“For us, the biggest lesson from this is the confirmation that a smiling face or a photo showing a smiling face actually generates more consumption”
– the specialist summarizes the essence of the post.
Related news
Young Hungarians cook at home – fast food is not trendy
The majority of Hungarian young people rarely or never go…
Read more >Saving money, searching online, hunting for deals – this is how Europe will shop in 2025
58% of European shoppers still don’t expect their purchasing power…
Read more >Hamburger picture 2025 – this is how Hungarians eat hamburgers
Hungary’s undisputed favourite is the beef burger – preferably loaded…
Read more >Related news
A new era in the global economy? – New challenges for our country
May 2025 brought an acceleration of change in the global…
Read more >This is how you can keep your hair and skin healthy during the approaching summer heatwave
Styling, dyeing and blow-drying can all weaken the internal structure…
Read more >New cycle, stable operation, unchanged direction – ÖRT management has received trust
The General Assembly of the Hungarian Self-Regulatory Advertising Board (ÖRT)…
Read more >