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The aim of this study was to examine the impact of attractiveness and knowledge on impressions of credibility of male and female sportscasters. Using a repeated measures analysis of variance, the findings illustrated that a sex stereotype does indeed exist. Even the most attractive and most knowledgeable female sportscaster can’t overcome the stereotype of another pretty face who cannot talk sports. Her sex prevents her from being judged as credible as even the least attractive and least knowledgeable male sportscaster. Implications of these findings and suggestions for future research are discussed.
Publisher: Paper presented at the annual meeting of the International Communication Association, Dresden International Congress Centre, Dresden, Germany
Year of Publication: 2008
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