search query: @indexterm Psychology / total: 1185
reference: 3 / 1185
| Author: | Praxmarer, S. |
| Title: | How a presenter's perceived attractiveness affects persuasion for attractiveness-unrelated products |
| Journal: | International Journal of Advertising
2011 : VOL. 30:5, p. 839-865 |
| Index terms: | advertising effectiveness consumer behaviour advertising research psychology Germany |
| Language: | eng |
| Abstract: | This article investigates how the presenter's attractiveness influences on persuasion for attractiveness-unrelated products. The study was conducted among students from German universities. The students were asked to watch the commercial and then complete the questionnaire. The findings suggest that attractiveness have a positive influence on persuasion regardless of receivers' sex or product involvement. In addition, perceived presenter expertise, presenter trustworthiness and liking of the advertisement mediate the effects of presenter's attractiveness on persuasion. |
SCIMA