Physically attractive presenters and persuasion: an experimental investigation of alternative explanations for the "Patzer effect"
Year: 2009
Type: other
Abstract: This experiment was designed to test alternative explanations for the powerful positive effect of the presenter’s facial attractiveness on persuasion found by Patzer (1985). The explanations tested are: (a) a “conscious Patzer effect” whereby the attractiveness of the presenter prompts conscious cognitive-response inferences about the presenter’s expertise and trustworthiness; (b) a “subconscious Patzer effect” whereby attractiveness persuades via beliefs about the presenter’s expertise and trustworthiness but without conscious cognitive responses; (c) an “affect transfer effect” whereby attractiveness increases liking of the presenter which in turn transfers to a more favorable attitude toward the brand; and (d) a “role-model identification effect” whereby attractiveness increases identification.
Authors: Sandra Praxmarer, John R. Rossiter
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2138609250