The Beauty Backfire Effect: How Extreme Attractiveness Undermines Fitfluencer Relatability and Engagement
研究发现，极端吸引力的健身网红反而比中等吸引力的同行获得更低的受众参与度，因为受众觉得他们不够接地气、容易引发向上社会比较，但谦逊的自我展示可以缓解这一效应。
ABSTRACT Conventional marketing wisdom contends that “sex sells,” positioning attractiveness as a key driver of audience engagement. However, through an empirical investigation of fitfluencers—social media content creators specializing in workout, nutrition, and lifestyle guidance—we reveal a counterintuitive phenomenon we call the “beauty backfire effect.” Namely, across three studies, we demonstrate that highly attractive fitfluencers receive lower engagement than their moderately attractive counterparts. This finding is explained by a reduction in the perceived relatability of highly (vs. moderately) attractive fitfluencers, seen as less accessible and eliciting greater upward social comparisons among their audience. Our process is particularly notable within the fitfluencer context, given its (a) unique emphasis on physical appearance as a credential and product and (b) coaching‐based influencer–follower dynamic. We identify humble self‐presentation as an effective mitigation strategy, enabling highly attractive fitfluencers to counteract relatability deficits by emphasizing personal shortcomings. In a social media landscape that increasingly embraces vulnerable expression and authentic imperfection, our findings suggest that extreme attractiveness—while traditionally advantageous—can become a reputational liability unless managed through strategic messaging.