Research Article

Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence

Figure 2

Interaction effect between farmers’ facial expression (neutral vs. positive vs. product only, without portrait) and level of EI (low vs. high) in consumers’ responses, (a) perceived product quality, (b) trust toward the local food retailer, and (c) attitude toward the local food retailer.