Attractiveness has a big impact on our buying decissions. Susan M. Weinschenk mentioned in her book “Neuro Web Design” that we are more likely to listen to the sales person and make the purchase if the sales person is similar to us in characteristics such as age and dress and if we find the sales person to be attractive.
We’re tend to say, that we’re not affected by attractiveness, but these decissions are made in our unconscious part of the brain, the “old brain”, which ensures our survival and decides if we should flee, eat, or have sex (in a very simplified view).
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