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

Author

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  • Söderlund, Magnus

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

  • Lange, Fredrik

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

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.

Suggested Citation

  • Söderlund, Magnus & Lange, Fredrik, 2006. "Visual persuasion with physically attractive models in ads: An examination of how the ad model influences product evaluations," SSE/EFI Working Paper Series in Business Administration 2006:8, Stockholm School of Economics.
  • Handle: RePEc:hhb:hastba:2006_008
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    References listed on IDEAS

    as
    1. Williams, Patti & Aaker, Jennifer L, 2002. " Can Mixed Emotions Peacefully Coexist?," Journal of Consumer Research, Oxford University Press, vol. 28(4), pages 636-649, March.
    2. N/A, 1991. "Appraisal," National Institute Economic Review, National Institute of Economic and Social Research, vol. 138(1), pages 3-5, November.
    3. Holbrook, Morris B & Batra, Rajeev, 1987. " Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Oxford University Press, vol. 14(3), pages 404-420, December.
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