Explicit Persuasive Intent and Its Impact on Success at Persuasion—The Determining Roles of Attractiveness and Likeableness

The effect on the impact of a message of explicitly stating a desire to persuade can depend on the communicator's physical attractiveness. Experiment 1 confirmed this possibility. Attractive male and female salespersons induced more positive attitudes and stronger intentions to purchase a product when they explicitly stated their desire to influence potential buyers. In contrast, unattractive salespersons were less likely to induce a favorable attitude toward the product under these conditions. Experiment 2 replicated these effects and provided evidence that they are mediated by the attribution of self‐serving motives to the salesperson. A 2‐step process of impression formation and attribution was used to describe the mechanisms underlying these effects.