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Why livestreamers should sell their products with a poker face – not a smile

  • Written by Michel Ballings, Assistant Professor of Business Analytics, University of Tennessee
Why livestreamers should sell their products with a poker face – not a smileThat smile may hurt sales. Screenshot, CC BY-NC-SA

The Research Brief is a short take about interesting academic work.

The big idea

Smiling or exhibiting other positive emotional displays while selling a product over live video – known as livestreaming – makes people less likely to buy it, we found in new research published in the Journal...

Read more: Why livestreamers should sell their products with a poker face – not a smile

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