PURCHASING EFFECTS FOR VARYING LEVELS OF MODEL ATTRACTIVENESS AND SEX, AND BUYER SEX OF A DIRECT MAIL ADVERTISEMENT

The purpose of this study was to discover whether the sex and the attractiveness level of a model used in a direct mail advertisement and the sex of the recipient of that advertisement would influence the subsequent purchase/nonpurchase decision of the respondent. Seven versions of a direct mail brochure were developed with the only variation being in the model appearing in the advertisement. Three males and three females--each sex representing one each of high, medium, and low attractiveness levels--were used in the study plus a control version with no model pictured. Four null hypotheses were developed and tested.;A national sample, based upon the current subscriber list of Christianity Today, a religious magazine, was sent a direct mail advertisement soliciting the purchase of a religious book. Of the approximately 30,000 consumers contacted, 179 returned the completed order form and enclosed payment for the product.;The results of the analysis indicated that consumers were most willing to buy from the advertisement depicting no model. They were also significantly more apt to purchase from an attractive female than from any of the other sex/attractiveness level combinations. No significant differences were found among the other stimulus persons employed in the study.;The study also indicated that females were, in general, more receptive to purchase by mail in this particular product category than were males.;A factorial design was constructed based upon the characteristics of the independent variables and was tested using analysis of variance. Duncan's multiple range test was used to compare individual treatment means of those effects that indicated statistical significance.;The dissertation concluded with a review of the study's findings and a discussion of their implications. Some suggestions for further research were also presented.