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
✦ LIBER ✦
Product attraction, advertising and sales: Towards a utility model of market behavior
✍ Scribed by M. J. Beckmann; U. H. Funke
- Publisher
- Springer
- Year
- 1978
- Tongue
- English
- Weight
- 419 KB
- Volume
- 22
- Category
- Article
- ISSN
- 0340-9422
No coin nor oath required. For personal study only.
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## Abstract In the present experiment, 85 female undergraduate students were presented with an advertisement for chewing gum, featuring an attractive or a moderately attractive same‐sex model. Participants were either primed on their gender or not. Results showed that gender‐primed women were willi