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The role of physical attractiveness in marketing education: an exploratory study

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conference contribution
posted on 2024-07-13, 06:14 authored by Henry W. L. Ho, Riza Casidy Mulyanegara
Recent work on the relationship between class attendance and student performance found that student absenteeism impacted negatively on students' grade or scores performance (Stanca, 2006). This research aims to examine the relationship between students' perceived physical attractiveness and lecture attendance. The findings indicated that most students agreed that they will attend the face-to-face lecture more often if the lecturer is 'funny'. In particular, the male respondents of the study claimed that they would be more likely to attend lecture if the lecturer is 'attractive' and 'good-looking'. Such results may be an indicator that physical attractiveness of the instructor can be one of the motivating factors for students to attend face-to-face lecture sessions.

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ISBN

9780473178208

Journal title

Doing more with less, the Australian and New Zealand Marketing Academy Conference (ANZMAC 2010), Christchurch, New Zealand, 29 November-01 December 2010 / Paul Ballantine and Jorg Finsterwalder (eds.)

Conference name

Doing more with less, the Australian and New Zealand Marketing Academy Conference ANZMAC 2010, Christchurch, New Zealand, 29 November-01 December 2010 / Paul Ballantine and Jorg Finsterwalder eds.

Publisher

Australian and New Zealand Marketing Academy

Copyright statement

Copyright © 2010 The authors. The published version is reproduced in accordance with the copyright policy of the publisher.

Language

eng

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