How a presenter's perceived attractiveness affects persuasion for attractiveness-unrelated products

Sandra Praxmarer

Contrary to the beauty match-up hypothesis, several studies report positive effects of a presenter's attractiveness for attractiveness-unrelated products.

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...

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