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Physically attractive presenters and persuasion: An experimental investigation of alternative explanations for the "Patzer effect"

Conference Paper


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Abstract


  • This experiment was designed to test alternative explanations for the powerful positive effect of the presenter’s facial attractiveness on persuasion found by Patzer (1985). The explanations tested are: (a) a “conscious Patzer effect” whereby the attractiveness of the presenter prompts conscious cognitive-response inferences about the presenter’s expertise and trustworthiness; (b) a “subconscious Patzer effect” whereby attractiveness persuades via beliefs about the presenter’s expertise and trustworthiness but without conscious cognitive responses; (c) an “affect transfer effect” whereby attractiveness increases liking of the presenter which in turn transfers to a more favorable attitude toward the brand; and (d) a “role-model identification effect” whereby attractiveness increases identification.

Publication Date


  • 2009

Citation


  • Praxmarer, S. & Rossiter, J. R. (2009). Physically attractive presenters and persuasion: An experimental investigation of alternative explanations for the "Patzer effect". International Conference on Research in Advertising (pp. 1-7). The Netherlands: European Advertising Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2460&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1411

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • The Netherlands

Abstract


  • This experiment was designed to test alternative explanations for the powerful positive effect of the presenter’s facial attractiveness on persuasion found by Patzer (1985). The explanations tested are: (a) a “conscious Patzer effect” whereby the attractiveness of the presenter prompts conscious cognitive-response inferences about the presenter’s expertise and trustworthiness; (b) a “subconscious Patzer effect” whereby attractiveness persuades via beliefs about the presenter’s expertise and trustworthiness but without conscious cognitive responses; (c) an “affect transfer effect” whereby attractiveness increases liking of the presenter which in turn transfers to a more favorable attitude toward the brand; and (d) a “role-model identification effect” whereby attractiveness increases identification.

Publication Date


  • 2009

Citation


  • Praxmarer, S. & Rossiter, J. R. (2009). Physically attractive presenters and persuasion: An experimental investigation of alternative explanations for the "Patzer effect". International Conference on Research in Advertising (pp. 1-7). The Netherlands: European Advertising Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2460&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1411

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • The Netherlands