Beauty and the Machiavellian

Widgery, Robin N.; Ruch, Richard S.

doi:10.1080/01463378109369418

Cited by 13 publications

(7 citation statements)

References 5 publications

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“…Although the evidence so far on female sources points to a tenuous link between source attractiveness and persuasion, the Chaiken study (7) and a recent investigation by Widgery and Ruch (34) suggest that the link may be less tenuous than it first appeared. Widgery and Ruch tested the effects of source physical attractiveness and receiver Machiavellian tendency on attitude change.…”

Section: Female Sourcesmentioning

confidence: 92%

The Credibility of Physically Attractive Communicators: A Review

Joseph¹

1982

Journal of Advertising

343

179

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This review summarizes experimental evidence from advertising and related disciplines on the effects of physically attractive communicators and models on opinion change, product evaluation, source perception, and recall, among other dependent measures. The evidence indicates that attractive (vs. unattractive) communicators consistently are liked more, are perceived in more favorable terms, and have a positive impact on the products with which they are associated. Source attractiveness is also related positively to agreement although the effects appear to be less consistent, especially when the communicator is female. The review includes a critical assessment of previous studies and presents specific directions for future research.

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Section: Female Sourcesmentioning

confidence: 92%

The Credibility of Physically Attractive Communicators: A Review

Joseph¹

1982

Journal of Advertising

343

179

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“…Endorsers do not have to appear "beautiful"; they simply have to be able to connect emotionally with the audience (Webb, 2005). The source-valence model contends that the effectiveness of a message depends on source's "familiarity," "likeability," "similarity," and "attractiveness" to the respondent (Ohanian, 1990).The heuristic-systematic model suggests that endorsers serve as information cues to consumers signifying that a product is worth their attention (Baker & Churchill, 1977;Joseph, 1982;Kahle & Homer, 1985;Mills & Aronson, 1965;Widgery & Ruch, 1981). Attractive sources are consistently more liked and have a positive impact on the attitudes toward endorsed products (Joseph, 1982;Kahle & Homer, 1985;Simon, Berkowitz, & Moyer, 1970).…”

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confidence: 95%

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

D’Alessandro

Chitty

2011

Psychology and Marketing

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Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and cultural background of endorsers can affect marketing communications. Two experimental studies showed that body image comparisons and the effectiveness of endorsers varies according to the type of body shapes portrayed and the body mass index (BMI) of the respondents. In the first experiment, the success or failure of endorsements was found to be influenced by their body shape and to some extent the cultural background with respect to the type of product or service promoted. In a second experiment where more realistic or mediumthin and medium-fat body shapes were used, source attractiveness was not influenced by body shape, while interest in the advertised brand increased for a thinner model. This may have occurred because body image comparisons were more obtainable for those in the second study, where more realistic body shapes were viewed in advertisements. Body mass index (BMI) was also found to influence the results, particularly if a poor body shape comparison triggers a poor body image. Counterfactually, this seems to occur with women with lower BMIs who view advertisements for fatter women. It appears that the use of body image and ethnic type of models should Psychology & Marketing, Vol. 28(8) be carefully considered by marketers so that they are relevant for their target audience. The use of more obtainable and ethnically relevant models may provide more effective advertising copy and be more socially responsible. In order to create interest in advertised brands, marketers may not need to use ultra-thin models. Marketers must also balance the promotional effectiveness of the use of body shapes that may too thin or more realistic with the social outcomes and consider carefully the BMI of their target market. © 2011 Wiley Periodicals, Inc.:Endorsements play an important role in marketing communications. For international marketing communications, marketers must be cognizant of how the portrayal of body ideals and the cultural background of endorsers can affect the effectiveness of marketing communications (Bjerke & Polegato, 2006). Female endorsers in Western advertising have generally been used to present the ideal social self-concept, that of an ectomorphic or thin stereotype (Borchert & Heinberg, 1996;Butler & Ryckman, 1993;Lamb et al., 1993;Cohn & Adler, 1992;Forbes et al., 2001;Monteath & McCabe, 1997).Idealized body shapes are used in Western media because they are linked to attractiveness and the source credibility of the model or endorser (Joseph, 1982;Kahle & Homer, 1985;Simon, Berkowitz, & Moyer, 1970). While there is a positive reason for marketers to use idealized body shapes in advertising in order to influence attitudes and effect purchases, there are also negative consequences to the widespread use of this promotional format. In the case of young and vulnerable women, the constant portrayal of thin models may ...

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“…Attractiveness is considered as an important cue in an individual's initial judgment of another person (Baker and Churchill, 1977;Chaiken, 1979;Joseph, 1982;Kahle and Homer, 1985;Mills and Aronson, 1965;Widgery and Ruch, 1981;Debevec and Kernan, 1984). Advertisers should choose the endorsers on the basis of their attractiveness in order to gain their status and physical appeal (Singer, 1983).…”

Section: The Source Attractiveness Modelmentioning

confidence: 99%

A confirmatory factor analysis of the source model for celebrity endorsement

Ulkhaq¹,

Nurdianti²,

Kartika³

et al. 2016

Pressacademia

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Marketing managers nowadays use one of the most common advertising strategies to grab persons' time in order to inform the remarkable features of their products: they use celebrities to endorse their products. Several researchers have studied the model of celebrity endorsement. One of the most important is source model, which covers source credibility model and source attractiveness model. This paper evaluated the source model of celebrity endorsement developed by Ohanian (1990) and make a generalization using different celebrity endorser, brand name, and respondents' characteristics. The object of this research is Joshua Suherman, an Indonesian artist who advertises the "Nutrisari Rasa Jeruk", an orange flavour powder beverage. The proposed model does not fit and after doing some iterations to remove insignificant attributes, the revised model indicated that the model does fit with high reliability for each dimension. Future study is needed to identify whether the results are consistent according to cross-country and -culture, as well as when it uses other celebrity endorser.

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Beauty and the Machiavellian

Cited by 13 publications

References 5 publications

The Credibility of Physically Attractive Communicators: A Review

The Credibility of Physically Attractive Communicators: A Review

Real or relevant beauty? Body shape and endorser effects on brand attitude and body image

A confirmatory factor analysis of the source model for celebrity endorsement

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