Physical Attractiveness and Personality in Advertising: More Than Just a Pretty Face?

ABSTRACT - Generally accepted in advertising is the adage that "what is beautiful is good," and the use of attractive spokespeople and models is de rigueur. Various hypotheses have been put forth to explain how attractiveness affects various measures of advertising effectiveness. Within the literature, however, it appears that for every significant result supporting attractiveness as affecting attitude towards a brand or product, another study fails to show the effect. This paper suggests that people's perception of an advertisement is affected not only by the spokesmodel's physical appearance, but also by personality inferences made by the viewer about the model.



Citation:

Anne M. Brumbaugh (1993) ,"Physical Attractiveness and Personality in Advertising: More Than Just a Pretty Face?", in NA - Advances in Consumer Research Volume 20, eds. Leigh McAlister and Michael L. Rothschild, Provo, UT : Association for Consumer Research, Pages: 159-164.

Authors

Anne M. Brumbaugh, Duke University



Volume

NA - Advances in Consumer Research Volume 20 | 1993



Share Proceeding

Featured papers

See More

Featured

The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Featured

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More

Featured

N12. Untangling Different Envy Episodes and their Effects on Brand Attitude

Kirla C Ferreira, EAESP-FGV, Brazil & City University of London, UK
Delane Botelho, EAESP-FGV
Suzana Valente Battistella-Lima, EAESP-FGV

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.