Beauty as a tool: The effect of model attractiveness, product relevance, and elaboration likelihood on advertising effectiveness
✍ Scribed by Debra Trampe; Diederik A. Stapel; Frans W. Siero; Henriëtte Mulder
- Publisher
- John Wiley and Sons
- Year
- 2010
- Tongue
- English
- Weight
- 128 KB
- Volume
- 27
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Although it seems intuitively appealing that physically attractive models constitute useful advertising tools, the existing literature on the topic has yielded inconsistent findings with regard to the conditions under which physically attractive models affect product attitudes favorably. The current research aimed to examine the role of elaboration likelihood and product relevance in predicting the advertising effectiveness of physically attractive models. Two experiments are reported that suggest that when elaboration likelihood is high, product relevance is consequential: An attractive model that advertises a product that is relevant for physical attractiveness affects product attitudes more favorably than does an attractive model that advertises a product that is less relevant for attractiveness. In contrast, when elaboration likelihood is low, relevance of the model for the product was observed to be inconsequential for product attitudes.