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This paper aims to examine and compare the simultaneous effect of financially successful appeals and attractiveness for male spokespersons, as well as explain why and when this effect happens based on the viewer’s gender.

Two studies were designed by manipulating the success (vs absent) and attractiveness (vs average looking) of a male spokesperson and compared his marketing effectiveness in terms of purchase intention and advertising attitude. Additionally, the influence of gender through the mediating effect of negative/positive affect was compared.

Participants indicated lower purchase intention and advertising attitude in light of the success appeal in both studies; however, this effect was influenced by attractiveness in case of high involvement product. Additionally, success had a greater effect on ad effectiveness than attractiveness. Only for males …