"The researchers found that people reported being more engaged and focused on their training when the helper was portrayed by an image that matched both their race and gender. Furthermore, the researchers found that participants liked the helper more – and learned more from the program – when the helper's communication style matched their own in regard to a very specific aspect of giving feedback."
http://www.physorg.com/news/2011-03-online-helpers-effective-resemble-student...
