Publication Details

Praxmarer, S. & Rossiter, J. R. (2009). How does the presenter''s physical attractiveness persuade? A test of alternative explanations. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-7). Melbourne, Australia: Australian & New Zealand Marketing Academy.


This study was conducted 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.