Facial width-to-height ratio and celebrity endorsements

This study hypothesized that the facial WHR of celebrity endorsers is associated with their endorsement income. Our sample consisted of the top 100 male and female celebrity endorsers (male = 50 and female = 50) in Seoul. The average annual total endorsement income of celebrity endorsers in 2012 was $1,691,924 for male endorsers and $1,684,474 for female endorsers. A statistical analysis demonstrated a significant negative correlation between celebrity endorsers’ facial WHR and their endorsement income in 2012 among male (r = −.390, p = .007, n = 47) but not among female (r = .166, p = . 248, n = 50) endorsers. Our findings imply that males with narrower faces are more popular among the media as well as among advertisers. Our study is the first to explore the relationship between physical features, such as facial WHR and monetary income in the entertainment industry.