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

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.