Effects of Model Attractiveness on Sales Response

Publisher Website
Google Scholar
Abstract
In recent years an issue that has received increasing attention among both marketing professionals and the public at large is interpersonal attraction, particularly the physical attractiveness aspect of attraction. Advertisers who are concerned with whether the physical attractiveness of a model in an advertisement alters the purchase behavior of a customer must examine such questions as (1) What is the optimal level of attractiveness? (2) Do responses vary according to the sex of the model and/or the sex of the buyer? (3) Do responses vary according to the type of product being advertised? This study was undertaken to determine the actual purchase behavior of consumers toward point-of-purchase advertising displays that varied the attractiveness level of the advertising model in the display as well as the sex of the model and type of product.

This publication has 19 references indexed in Scilit: