Featured Research

from universities, journals, and other organizations

Sexy doesn't always sell: When do beautiful models help?

Date:
June 16, 2011
Source:
University of Chicago Press Journals
Summary:
Having an attractive model shill for a product only helps influence sales in certain situations, according to a new study. It seems it all depends on the set-up for the advertising.

Having an attractive model shill for a product only helps influence sales in certain situations, according to a new study in the Journal of Consumer Research. It seems it all depends on the set-up for the advertising.

Related Articles


"Sometimes attractive endorsers increase persuasion, sometimes they decrease persuasion, and sometimes they have no effect at all," write authors Janne van Doorn and Diederik A. Stapel (both Tilburg University, the Netherlands). In four experiments, the authors demonstrated that context is everything when it comes to evaluating the role of the attractive spokesperson.

The authors found that the looks matter most when an attractive person serves as a cue just before an ad with attractive products. "When beauty is used as a cue, the attractiveness of the person is likely to have a relatively general impact and affect evaluations of advertised as well as non-advertised products," the authors write.

When an attractive person and the advertised product are explicitly linked in the same visual frame, consumers respond in a more specific fashion, and just the evaluations of the advertised products are affected.

Finally, when endorser attractiveness is used as an argument (for a beauty-related product, for example), the impact depends on the perceived self-malleability of consumers. "Consumers who believe they can improve themselves may see the attractiveness of endorsers as a relevant argument for buying the advertised and non-advertised beauty products and thus evaluate them relatively positively," the authors explain.

When consumers believe their self-image has no room for improvement they will not see an endorser's beauty as a persuasive argument for buying an advertised product. "If one does not believe in improvement of one's appearance, what is the use of beauty products?"

"The research shows that the effectiveness of using attractive models in advertising or other promotional activities depends on how this attractiveness is used in the design of these activities," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Janne van Doorn and Diederik A. Stapel. When and How Beauty Sells: Priming, Conditioning, and Persuasion Processes. Journal of Consumer Research, June 1, 2011 DOI: 10.1086/660700

Cite This Page:

University of Chicago Press Journals. "Sexy doesn't always sell: When do beautiful models help?." ScienceDaily. ScienceDaily, 16 June 2011. <www.sciencedaily.com/releases/2011/06/110615120351.htm>.
University of Chicago Press Journals. (2011, June 16). Sexy doesn't always sell: When do beautiful models help?. ScienceDaily. Retrieved January 30, 2015 from www.sciencedaily.com/releases/2011/06/110615120351.htm
University of Chicago Press Journals. "Sexy doesn't always sell: When do beautiful models help?." ScienceDaily. www.sciencedaily.com/releases/2011/06/110615120351.htm (accessed January 30, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, January 30, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

NFL Concussions Down; Still on Parents' Minds

NFL Concussions Down; Still on Parents' Minds

AP (Jan. 30, 2015) The NFL announced this week that the number of game concussions dropped by a quarter over last season. Still, the dangers of the sport still weigh on players, and parents&apos; minds. (Jan. 30) Video provided by AP
Powered by NewsLook.com
Study Shows Newborn Chicks Count From Left to Right Just Like Humans

Study Shows Newborn Chicks Count From Left to Right Just Like Humans

Buzz60 (Jan. 30, 2015) Researchers for the first time identified human&apos;s innate preference for associating low and high numbers with the left and right respectively in another species. Jen Markham (@jenmarkham) explains. Video provided by Buzz60
Powered by NewsLook.com
Best Mood Elevating, Feel Good Shakes & Smoothies

Best Mood Elevating, Feel Good Shakes & Smoothies

Buzz60 (Jan. 30, 2015) You can elevate your mood by having a meal in a glass. Fitness and nutrition expert John Basedow (@JohnBasedow) offers the best &apos;feel good&apos; smoothies and shakes chock full of depression-relieving ingredients...including apples, berries, lemons, cucumbers, papaya, kiwi, spinach, kale, whey protein, matcha, ginger, turmeric and cinnamon. Video provided by Buzz60
Powered by NewsLook.com
Poll Says Firstborn Is Responsible, Youngest Is Funnier

Poll Says Firstborn Is Responsible, Youngest Is Funnier

Newsy (Jan. 30, 2015) According to a poll out of the U.K., eldest siblings feel more responsible and successful than their younger siblings. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins