Persuasive Communication

  • Gordon L. Patzer
Part of the Perspectives in Social Psychology book series (PSPS)


Several years ago I contacted the three major networks regarding potential funding for research on the relationship between a communicator’s physical attractiveness and the effectiveness of persuasive communication. The Director of Corporate Projects, at ABC television headquarters, responded with an item of personal curiosity. This television executive posed the question, “Should a government, a corporation, or other institution consider physical attractiveness factors in determining who should present a message?” Furthermore, he asked if the President of the United States should ask the Vice President or the Press Secretary or his wife or some other person to announce a new program? Another question posed by this executive was whether the major automobile makers should use different persons to announce a new car and to announce a major recall?


Physical Attractiveness Attitude Component Source Credibility Attribution Theory Marketing Communication 
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Copyright information

© Plenum Press, New York 1985

Authors and Affiliations

  • Gordon L. Patzer
    • 1
  1. 1.Loyola Marymount UniversityLos AngelesUSA

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