THE INFLUENCE OF SOURCE PHYSICAL ATTRACTIVENESS ON ADVERTISING EFFECTIVENESS - A FUNCTIONAL PERSPECTIVE

High and low self‐monitors heard either a physically attractive or unattractive source promote a new product with either strong or weak arguments. High self‐monitors were persuaded by the physically attractive source only when she presented strong arguments. In contrast, low self‐monitoring individuals were persuaded by the physically attractive source regardless of argument strength. Neither high nor low self‐monitors were persuaded by the physically unattractive source, regardless of the quality of the arguments she offered. Cognitive response and recall data suggest that high self‐monitors may have been systematically processing the physically attractive source's message and low self‐monitors may have been more heuristically processing her message. Results are discussed in terms of their implications for advertising strategies. Copyright © 1990, Wiley Blackwell. All rights reserved