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Visual persuasion with physically attractive models in ads: An examination of how the ad model influences product evaluations

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Author Info

  • Söderlund, Magnus

    ()
    (Dept. of Business Administration, Stockholm School of Economics)

  • Lange, Fredrik

    ()
    (Dept. of Business Administration, Stockholm School of Economics)

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    Abstract

    This paper examines the prevalent advertising practice of visually juxtaposing an anonymous, physically attractive ad model and a product in terms of its effects on the attitude toward the product. In this appeal, in which there are no explicit verbal claims about how the two objects are connected, we argue that the physically attractive model sets in motion a process in which emotions and the attitude toward the ad model serve as mediating variables, and that this process ultimately results in an impact on the attitude toward the product. Three empirical studies were made, with stimulus images from the fashion industry, and the findings indicate that emotions and the attitude toward the ad model indeed contributed to the product attitudes. The findings also indicate that images comprising physically attractive ad models produced higher product attitudes compared to a visual display of only the product.

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    File URL: http://swoba.hhs.se/hastba/papers/hastba2006_008.pdf
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    Bibliographic Info

    Paper provided by Stockholm School of Economics in its series Working Paper Series in Business Administration with number 2006:8.

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    Length: 53 pages
    Date of creation: 28 Aug 2006
    Date of revision:
    Handle: RePEc:hhb:hastba:2006_008

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    Postal: The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden
    Phone: +46-(0)8-736 90 00
    Fax: +46-(0)8-31 01 57
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    Web page: http://www.hhs.se/
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    Related research

    Keywords: Attitude toward the ad model; attitude toward the product; physical attractiveness; emotions; appraisals;

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    1. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, University of Chicago Press, vol. 14(3), pages 404-20, December.
    2. Williams, Patti & Aaker, Jennifer L, 2002. " Can Mixed Emotions Peacefully Coexist?," Journal of Consumer Research, University of Chicago Press, vol. 28(4), pages 636-49, March.
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