For exam-ple, a “hippie-looking” speaker may be moreeffective than a conventional one in advocat-ing tax reform or speaking against marijuanause. In these cases, the appearance sets up neg-ative expectations that are positively violatedby the verbal message, hence making the mes-sage more persuasive
I think I often fall for this persuasive method and I see it being utilized the most on social media to promote beauty products or health tricks. Dermatologists will use their uniforms to persuade audiences when promoting products, people who give fitness advice will usually be using work out clothes even if they are not necessarily doing excerize in the video.