A gender-focused review of the effect of message source attractiveness on persuasion: Implications for marketers and advertisers

Abstract

AbstractThis study reviews research regarding the effects of source physical attractiveness on persuasion with focus on the interplay with source gender and receiver gender. Most evidence indicates that attractive female sources tend to be more persuasive than unattractive ones in attitudinal and behavioral measures. The results for male sources are equivocal, with few studies reporting the liability of male source attractiveness. Recipients’ sex is a poor predictor of source attractiveness impact for both male and female sources. The study’s contribution synthesizes decades of research on source attractiveness to suggest future research ideas for academics in marketing, psychology, and communications and to give recommendations for marketers, advertisers, and other practitioners aiming to influence people’s attitudes.