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The beauty backfire effect: Being too attractive can hurt fitness influencers, new research shows

  • Written by Andrew Edelblum, Assistant Professor of Marketing, University of Dayton
Three extremely athletic people pose for photos, muscles flexed, in gym settings.

“Sex sells” has been a mantra in marketing for decades. As researchers who studyconsumer behavior, we’ve seen plenty of evidence to support it: Attractive models and spokespeople have been shown to reliably grab attention, boost clicks and make products seem more desirable.

But our new research suggests that in a digital world...

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