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.
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.
Anne M. Brumbaugh, Duke University
NA - Advances in Consumer Research Volume 20 | 1993
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