The physical attractiveness stereotype in a consumer-related situation

A mixed factorial design was used to examine the physical attractiveness stereotype in the context of consumer behavior, with physical attractiveness and clothing elegance as between-subjects variables and type of consumer product as a within-subject variable. Female graduate students in India were shown photographs of a young female model and were asked to indicate the quality of four consumer products that the model was likely to choose. Product quality was rated higher for the attractive model than for the plain (nonattractive) model, but the difference was significant only for beauty products. Product quality was rated higher for the elegantly dressed model than for the model who was not elegantly dressed, irrespective of product type.