Selected Effects of Salesperson Sex and Attractiveness in Direct Mail Advertisements
研究直邮广告中销售代表的性别和吸引力是否影响收件人的购买决策，发现无照片或使用高吸引力女性照片时购买率更高。
This study assesses whether sex and attractiveness of a sales representative used in a direct mail advertisement or the sex of the receiver of that advertisement influences the receiver's decision to purchase the advertised product. The results indicate that receivers of a control treatment (no photograph in the advertisement) and of the treatment featuring a highly attractive female purchased the advertised product more often than did receivers of any one of the other treatments. No significant differences were found in any of the other sex/attractiveness level combinations. The implications of these findings and suggestions for further research are discussed.