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The role of facial attractiveness in tennis TV-viewership


Dietl, Helmut; Özdemir, Anil; Rendall, Andrew (2020). The role of facial attractiveness in tennis TV-viewership. Sport Management Review, 23(3):521-535.

Abstract

Social sciences, anthropology, psychology, and economics researchers have shown various effects of physical attractiveness. In this study, the authors analyze 622 live tennis matches from 66 Grand Slam tournaments between 2000 and 2016, examining the relationship between facial attractiveness, measured by tennis players’ facial symmetry, and TV-viewership. Results indicate that facial symmetry plays a positive role for female matches while there is no significant effect for male matches. The effect persists in several subsample regressions and robustness checks. The findings have important implications for managers in the field of sports. While public broadcasters have a public service function and therefore should be careful in exploiting consumer biases to avoid reinforcing non-sports taste-based discrimination types. Commercial broadcasters and media institutions with solely profit-maximizing objectives will likely exploit consumer biases.

Abstract

Social sciences, anthropology, psychology, and economics researchers have shown various effects of physical attractiveness. In this study, the authors analyze 622 live tennis matches from 66 Grand Slam tournaments between 2000 and 2016, examining the relationship between facial attractiveness, measured by tennis players’ facial symmetry, and TV-viewership. Results indicate that facial symmetry plays a positive role for female matches while there is no significant effect for male matches. The effect persists in several subsample regressions and robustness checks. The findings have important implications for managers in the field of sports. While public broadcasters have a public service function and therefore should be careful in exploiting consumer biases to avoid reinforcing non-sports taste-based discrimination types. Commercial broadcasters and media institutions with solely profit-maximizing objectives will likely exploit consumer biases.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Scopus Subject Areas:Social Sciences & Humanities > Business and International Management
Social Sciences & Humanities > Tourism, Leisure and Hospitality Management
Social Sciences & Humanities > Strategy and Management
Social Sciences & Humanities > Organizational Behavior and Human Resource Management
Social Sciences & Humanities > Management Science and Operations Research
Social Sciences & Humanities > Marketing
Language:English
Date:1 June 2020
Deposited On:05 Sep 2019 12:03
Last Modified:29 Jul 2020 11:15
Publisher:Elsevier
ISSN:1441-3523
OA Status:Closed
Publisher DOI:https://doi.org/10.1016/j.smr.2019.04.004
Other Identification Number:merlin-id:18107

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