Consistency theory, placed on this study, means that in the event that a device retains a positive feelings toward a beneficial aroused female, next, almost every other elements of the fresh post for the sexy communicator might possibly be seen likewise
Surface Idea. The outcome in the data are also informed me by surface idea (Heider, 1958; Festinger, 1957). The outcome was supporting because the males imagined the sexiness of your communicator as self-confident, and, correctly, their initial non-positive perceptions sugardaddy changed to maintain positivity into the the elements out of advertisement.
Dominating Cue Hypothesis. In the end, the principal cue theory states you to definitely a good cue that’s immediately available caters to a principal suggestions mode (Sigall and you may Aronson, 1969; Landy and you will Sigall, 1974). The fresh new communicator’s sexiness within check out try most likely the fresh prominent cue from which males obtained confident recommendations and you will female acquired negative suggestions. The outcome be seemingly supported and explained because of the theoretic recommendations regarding the dominant cue hypothesis.
Source credibility, as the discussed because of the solutions and you may trustworthiness, is vital getting active persuasive communications (McGuire, 1969; Britt, 1978). Therefore, the results of this latest investigation are strongly related to the latest income specialist. Which supply credibility in search of means a marketer wishing to influence the male user are more winning when the a sexy females is the communicator than simply in the event that a non-horny girls can be used, but, the contrary outcomes tend to effect when the an attractive people is utilized in an attempt to determine ladies consumers.
