This study assesses whether sex and attractiveness of a sales representative used in a direct mail advertisement or the sex of the receiver of that advertisement influences the receiver's decision to purchase the advertised product. The results indicate that receivers of a control treatment (no photograph in the advertisement) and of the treatment featuring a highly attractive female purchased the advertised product more often than did receivers of any one of the other treatments. No significant differences were found in any of the other sex/attractiveness level combinations. The implications of these findings and suggestions for further research are discussed.
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