An Investigation of Alternative Explanations for the Positive Effect of a Presenter’s Attractiveness on Persuasion

Abstract

Physical attractiveness – which is primarily determined by a person’s facial attractiveness and is automatically and rapidly evaluated “at a glance„ (see Olson and Marschuetz, 2005) has a very powerful influence on the person’s ability to persuade others, even when the person is not trying deliberately to persuade. For example, physically (facially) attractive students receive better grades in school, are more likely to be hired as a result of job interviews, tend to be paid more when they get the job, and are much more likely to win political elections than their less attractive peers (see Hamermesh and Biddle, 1994; Cialdini, 2009). When the person is deliberately trying to persuade, people are more likely to agree with the opinion expressed by an attractive person (see Chaiken, 1979; Horai, Naccari, and Fatoullah, 1974) and are more likely to buy products offered by an attractive as compared to a less attractive person (see Ahearne, Gruen, and Jarvis, 1999; Reingen and Kernan, 1993). Attractive presenters also have a persuasive advantage in advertising – and this advantage does not only show when they endorse beauty-enhancement products (see Patzer, 1985; Praxmarer, 2006; Till and Busler, 2000). The purpose of this study is to investigate alternative explanations for this positive effect of an advertising presenter’s facial attractiveness on persuasion.