• Corpus ID: 96462049

Physically attractive presenters and persuasion: an experimental investigation of alternative explanations for the "Patzer effect"

@inproceedings{Praxmarer2009PhysicallyAP,
  title={Physically attractive presenters and persuasion: an experimental investigation of alternative explanations for the "Patzer effect"},
  author={Sandra Praxmarer and John R. Rossiter},
  year={2009}
}

• Sandra Praxmarer, J. Rossiter
• Published 2009
• Psychology

This experiment was designed 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.