20 research outputs found
How does the presenter\u27s physical attractiveness persuade? A test of alternative explanations
This study was conducted 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
Physically attractive presenters and persuasion: an experimental investigation of alternative explanations for the Patzer effect
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
Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange
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Cross-cultural differences in the effects of word-of-mouth in relational service exchange : Empirical evidence for the moderating role of uncertainty avoidance from an eight country study
Item does not contain fulltext17th Frontiers in Services Conferenc