The Credibility of Physically Attractive Communicators: A Review

This review summarizes experimental evidence from advertising and related disciplines on the effects of physically attractive communicators and models on opinion change, product evaluation, source perception, and recall, among other dependent measures. The evidence indicates that attractive (vs. una...

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Bibliographic Details
Published inJournal of advertising Vol. 11; no. 3; pp. 15 - 24
Main Author Joseph, W. Benoy
Format Journal Article
LanguageEnglish
Published Provo Taylor & Francis Group 01.10.1982
Board of Directors, American Academy of Advertising
Taylor & Francis Ltd
Subjects
Advertising
Advertising research
Automobiles
Brands
Children
Communication models
Consumers
Credibility
Effectiveness
Empirical evidence
Impacts
Marketing
Men
Modeling
Perceptions
Physical
Social psychology
Women
Writers
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Summary:This review summarizes experimental evidence from advertising and related disciplines on the effects of physically attractive communicators and models on opinion change, product evaluation, source perception, and recall, among other dependent measures. The evidence indicates that attractive (vs. unattractive) communicators consistently are liked more, are perceived in more favorable terms, and have a positive impact on the products with which they are associated. Source attractiveness is also related positively to agreement although the effects appear to be less consistent, especially when the communicator is female. The review includes a critical assessment of previous studies and presents specific directions for future research.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1982.10672807