Public Image and Effectiveness of Message to the Audience
Keywords:
Impression formation, persuasive communication, adherence.Abstract
The present study evaluates the effect of politician physical look in the adherence to a political message and in personality evaluation using only the visual channel. 200 participants of both sexes where randomly assigned to 8 conditions. It was used four politicians, with two photos each. One presented a careful image and other a careless image of the same politician. Each participant only saw one of the images, concerning one politician. It was our expectation that careful images’ condition had a higher concordance with the political message rather than the careless images’ condition. Also, according to our expectations the participants in the careful image evaluated the better looking politician as having a more favorable personality and showed a higher adherence to its political message.Downloads
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