Effects of “physical attractiveness” in the evaluation of print advertisements

Abstract

Investigates the influence of physical attractiveness of endorsers in print advertisements to consumer purchase intention. Studies two products and suggests that an openly stated desire by an attractive endorser to influence the views of the audience is more effective for high involvement products than low involvement, especially if the endorser is from a credible source. States that an endorser’s effect is stronger with less established products with less observable benefits.

Citation

Phau, I. and Lum, L. (2000), "Effects of “physical attractiveness” in the evaluation of print advertisements", Asia Pacific Journal of Marketing and Logistics, Vol. 12 No. 4, pp. 41-59. https://doi.org/10.1108/13555850010764668