How a presenter's perceived attractiveness affects persuasion for attractiveness-unrelated products
Sandra Praxmarer
Universität der Bundeswehr München
Objective of the study
This paper studies the effects of a non-celebrity presenter's attractiveness on persuasion for attractiveness-unrelated products, and tests whether or not these effects depend on receiver sex and product involvement. Attractiveness-related products are bought with the intention of enhancing their users' physical attractiveness, while attractiveness-unrelated products are not. Examples for attractiveness-unrelated products in previous research are pain relievers, home computers, and pens. Examples for attractiveness-related products are lipsticks, acne concealers, and treadmills.
The beauty match-up hypothesis suggests that physical attractiveness is...