While previous work has focused on the positive impact of smiles on interpersonal perceptions, this research proposes and finds that smile intensity differentially affects two fundamental dimensions of social judgments-warmth and competence. A marketer displaying a broad smile, compared to a slight smile, is more likely to be perceived by consumers as warmer but less competent. Furthermore, the facilitative effect of smile intensity on warmth perceptions is more prominent among promotion-focused consumers and in low-risk consumption contexts, while the detrimental effect of smile intensity on competence perceptions is more likely to occur among prevention-focused consumers and in high-risk consumption situations. Field observations in a crowdfunding context further indicate that the effects of smile intensity on warmth and competence perceptions have downstream consequences on actual consumer behaviors.