Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviews

Purpose While online reviews are of paramount importance in brand evaluations and purchase decisions, the impact of a reviewer’s attractiveness is not well understood. To bridge that gap, this paper aims to explore how physical attractiveness cues through profile photos influence customers’ brand evaluations. Design/methodology/approach The first study assesses the impact of attractiveness and review valence on brand evaluations. The authors...