“Sex sells” has been a mantra in marketing for decades. As researchers who study consumer behavior, we’ve seen plenty of evidence to support it: Attractive models and spokespeople have been shown to reliably grab attention, boost clicks, and make products seem more desirable.
But our new research suggests that in a digital world full of influencers—trusted tastemakers with large online followings—being too attractive can actually backfire, particularly in the fitness space.
We call this the “beauty backfire effect,” and we put it to the test in a series of laboratory experiments.
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This is an interesting perspective on the challenges fitness influencers face. It’s fascinating how societal perceptions of attractiveness can impact their brand and engagement. Thanks for sharing this thought-provoking insight!
the perception of attractiveness can impact their credibility. It’s worth noting that while some may attract followers with looks, those who focus on genuine fitness knowledge and relatable content often build more loyal communities in the long run.