Our research in the developing market economy of Romania employs in-depth interviews and an advertising-trial experiment to examine the effects of attractiveness in advertisements on product evaluations and self-judgments. Our qualitative data indicate that attractive (versus average-looking) models yield favorable ad and product evaluations, but generate both negative and positive self-judgments. Our post-ad exposure experimental data corroborate immediate positive product evaluations and negative self-judgments. The subsequent two-week trial equalizes product evaluations across model conditions (attractive versus average-looking versus no model) and mitigates the negative effect of attractiveness on women's satisfaction with their own attractiveness. Moreover, women who use products advertised by attractive models report more favorable self-attractiveness and self-confidence.
ASJC Scopus subject areas
- Business and International Management