The Impact of Physically Evaluations Attractive Models on Advertising
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
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MICHAELJ. BAKERand GILBERTA. CHURCHILL,JR.*
A considerable amount of social science research suggests an individual's initial perception of and reaction to another individual are affected by the physical attractiveness of the other person. The authors attempt to assess whether this general finding applies to people's perceptions of advertisements. Specifically, they assess the impact
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 personal, non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at . http://www.jstor.org/action/showPublisher?publisherCode=ama. . Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.
American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research.
http://www.jstor.org
MICHAELJ. BAKERand GILBERTA. CHURCHILL,JR.*
A considerable amount of social science research suggests an individual's initial perception of and reaction to another individual are affected by the physical attractiveness of the other person. The authors attempt to assess whether this general finding applies to people's perceptions of advertisements. Specifically, they assess the impact