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How does the presenter's physical attractiveness persuade? A test of alternative explanations

Conference Paper


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Abstract


  • This study was conducted 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). How does the presenter''s physical attractiveness persuade? A test of alternative explanations. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2607&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1558

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Melbourne, Australia

Abstract


  • This study was conducted 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). How does the presenter''s physical attractiveness persuade? A test of alternative explanations. Australia and New Zealand Marketing Academy Conference (pp. 1-7). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=2607&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1558

Start Page


  • 1

End Page


  • 7

Place Of Publication


  • Melbourne, Australia