A gender-focused review of the effect of message source attractiveness on persuasion: Implications for marketers and advertisers
| العنوان: | A gender-focused review of the effect of message source attractiveness on persuasion: Implications for marketers and advertisers |
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| المؤلفون: | Qiuling Li, Chanthika Pornpitakpan, Siu Fong Isabel Fu |
| المصدر: | Communications. 42 |
| بيانات النشر: | Walter de Gruyter GmbH, 2017. |
| سنة النشر: | 2017 |
| مصطلحات موضوعية: | Attractiveness, Persuasion, Persuasive communication, Communication, media_common.quotation_subject, 05 social sciences, Advertising, Arts and Humanities (miscellaneous), 0502 economics and business, 050211 marketing, Attitude change, Marketing, Psychology, 050203 business & management, media_common |
| الوصف: | This 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. |
| تدمد: | 1613-4087 0341-2059 |
| DOI: | 10.1515/commun-2017-0016 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::2a7bbb3c18e44e9c0e098f5f96e8b34d https://doi.org/10.1515/commun-2017-0016 |
| رقم الانضمام: | edsair.doi...........2a7bbb3c18e44e9c0e098f5f96e8b34d |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 16134087 03412059 |
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| DOI: | 10.1515/commun-2017-0016 |