Delight my brain and my eyes: Credibility and aesthetic judgments of endorsers

Abstract

Attractive individuals are often seen as persuasive sources of information. However, comprehensive comparative studies investigating the pathways underlying persuasion are currently lacking. Given the significance of persuasion success in influencer marketing, we examine two prominent mechanisms through which influencer attractiveness may affect persuasion outcomes: electronic word-of-mouth and product attractiveness. The first pathway includes perceived expertise and credibility, whereas the second pathway involves aesthetic appeal. In two studies, we examine the effects of influencer attractiveness in three distinct product categories: health, beauty, and technology. The results reveal three main findings: (a) the impact of an influencer's attractiveness on perceived credibility depends on the product category; (b) higher perceived attractiveness consistently enhances perceptions of influencer expertise across all product categories; and (c) in addition to source credibility, aesthetic appeal plays a critical role in linking attractiveness to persuasion success. The results suggest that influencer attractiveness drives persuasion through both a source credibility (expertise and credibility) mechanism and an aesthetic appeal mechanism. Our findings offer researchers a nuanced understanding of attractiveness effects in endorser marketing and provide practitioners with actionable guidance for selecting endorsers tailored to specific product categories.