Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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Table 2<br />
Survey Versions<br />
Version 1st endorser 1st company 2nd endorser 2nd company<br />
1 Attractive 1 azure Unattractive 1 pharmco<br />
25<br />
2 Unattractive 1 pharmco Attractive 1 azure<br />
3 Unattractive 2 azure Attractive 2 pharmco<br />
4 Attractive 2 pharmco Unattractive 2 azure<br />
5 Unattractive 1 azure Attractive 1 pharmco<br />
6 Attractive 1 pharmco Unattractive 1 azure<br />
7 Attractive 2 azure Unattractive 2 pharmco<br />
8 Unattractive 2 pharmco Attractive 2 azure<br />
Independent Variable: Attractiveness of the Endorser<br />
Physical attractiveness was measured in terms of facial attractiveness.<br />
Headshots of females were used in an effort to reduce confounding factors such as<br />
body language. Photos were obtained from on-line sources such as websites for<br />
professional executive portraits.<br />
Attractiveness and Believability Pretest<br />
The ‘truth of consensus’ approach is a method to determine attractiveness<br />
levels as high, normal, or low (Patzer, 1983). Research has demonstrated that<br />
regardless of individual preference, a high degree of agreement exists between judges<br />
in determining a person’s level of attractiveness. A method termed ‘truth of<br />
consensus’ is used to determine physical attractiveness in research settings in which a
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