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

By Andrew Edelblum, Assistant Professor of Marketing, University of Dayton
Abby Frank, Ph.D. Candidate, Lundquist College of Business, University of Oregon

“Sex sells” has been a mantra in marketing for decades. As researchers who study consumer behavior, we’ve seen plenty of evidence to support it: Attractive models and spokespeople have been shown to reliably grab attention, boost…

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