Abstract
The effect of a communicator's physical attractiveness on opinion change was investigated by presenting male and female subjects with a tape recorded persuasive communication during which time a photograph of a man identified as the speaker was projected onto a screen. Three groups of subjects listened to the communication, with one group shown only a photograph of an attractive communicator, one group shown only a photograph of an unattractive communicator, and one group shown no photograph at all. Two additional groups of subjects did not listen to the communications, but filled out the post-communication questionnaire only; one group filled out the questionnaire in the presence of the photograph of the attractive speaker, and the other group in the presence of the photograph of the unattractive speaker. Attractive male communicators were more persuasive that unattractive male or unpictured communicators. This effect was independent of differences in perceived expertness or trustworthiness of the communicator. Explanations in terms of distraction, contiguous pleasure, and liking are discussed.
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Schedule a callMore From: Canadian Journal of Behavioural Science / Revue canadienne des sciences du comportement
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