The Impact of Physically Evaluations Attractive Models on Advertising

7183 words 29 pages
The Impact of Physically Attractive Models on Advertising Evaluations Author(s): Michael J. Baker and Gilbert A. Churchill, Jr. Source: Journal of Marketing Research, Vol. 14, No. 4 (Nov., 1977), pp. 538-555 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/3151194 . Accessed: 02/05/2011 16:36
Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your
…show more content…

On 15 of the 17 bipolar adjective scales used to measure personality, Miller found a significant difference which associated the attractive individualwith the positive aspect of the trait, whereas the unattractiveindividual was viewed consistently from a negative perspective. Similarresults were obtained in another study [9]. Subjects were asked to indicate their assessment of the personality traits of individuals by viewing their photographs.Subjectswere told theirresponses would be scored for accuracy. Physicallyattractiveindividuals of both sexes were perceived to be more sensitive, interesting, kind, strong, modest, sociable, sexually warm and responsive, poised, and outgoing, and to be of a better character than individuals of lesser attractiveness.These results were the same regardless of the sex of the person ratingthe photograph. Dion and Berscheid [8] found that the use of physical attractiveness in making personality and character inferences begins early in life. Nursery school children were found to evaluate their class mates in a mannercomparablewith the adult physical attractiveness stereotype. Adults unacquaintedwith the children rated each child in terms of physical attractiveness. The children then were asked to pick which of their classmates they especially liked and disliked. In general, unattractivechildrenwere found to be less popularwith their peers than their attractive counterparts. Unattractive

Related

  • Nike Marketing Plan
    7620 words | 31 pages
  • Netflix Case Study
    8852 words | 36 pages
  • Marketing Management 14th Edition Test Bank Kotler Test Bank
    173938 words | 696 pages
  • Sports
    17376 words | 70 pages
  • Business Ethics Test Questions with Answers
    22448 words | 90 pages
  • Art as an Embodied Imagination
    22087 words | 89 pages