According to research, physically attractive spokespeople can be more persuasive for products related to enhancing beauty, but their attractiveness may not influence perceptions of integrity or competence. Studies found that subjects rated candidates as more competent based solely on very brief exposures to their photos, and the candidate deemed most competent-looking won the election over 60% of the time in several races. The document encourages applying these findings by using a competent-looking spokesperson within a week.

1. Are good looking people more persuasive?Adapted from AdPrin.com

2. “Personal beauty is a greater recommendation than any letter of reference.”Aristotle, 350 BCIn terms of spokespeople in an advertisement, was Aristotle correct?___ No___ YesSee the next slide for the answer.Adapted from AdPrin.comPersonal beauty2

3. Only under some conditions. Under what conditions should the spokesperson be beautiful?Use a physically attractive spokesperson for products that enhance beauty (Principle 5.6.4)Evidence An analysis of 53 journal articles and 23 dissertations obtained substantial support that beauty aids persuasion in areas related to “social competence,” somewhat to so for “intellectual competence,” and not at all for “integrity and concern for other” (Eagly et al. 1991)

4. Does the candidate look competent?31 subjects were presented with only pictures of candidates for the forthcoming U.S. Senate race in 2004. Based on one-second exposures, subjects rated how competenteach candidate looked. At that time, the candidates were all unknown to them.In what % of the races did the most competent-looking candidate win?a) less than 40b) 40-50c) 51-60d) more than 60See the next slide for the answer.Adapted from AdPrin.com4

5. 69% (Todorov et al. 2005)Similar results were obtained for the 2004 U.S. House of Representatives elections, as well as for the 2000 and 2002 U.S. House and Senate elections. See Persuasive Advertising p121 and AdPrin.com for additional evidence.

6. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, use a competent looking spokesperson.Adapted from AdPrin.com