Role of Physical Attractiveness in Endorsement

Abstract

The research in physical attractiveness supports the common observation that physical atlractiveness communicators are more successful than unattractive communicators. Also, the literature on advertising suggests that attractive individuals are perceived more favorably to the brand endorsed products. The purpose of the present study is to examine the product and the influence of the endorser where the product influencer is not the user (e.g., Antacid). While in the purchase of cosmetics, the endorser lends the credibility and expertise and acts as an influencer. Therefore, the hypothesis was that endorser expertise, knowledge, credibility, and trust-worthiness would be rated far lower for the antacid.