Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective

Kahle, Lynn R.; Homer, Pamela M.

doi:10.1086/209029

Cited by 981 publications

(897 citation statements)

References 18 publications

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“…Debevec et al (1986) suggested that higher source attractiveness led to higher verbal and behavioural compliance. The same pattern is found in advertising research: attractive sources are more persuasive than less attractive sources (Baker and Churchill 1977;Joseph 1982;Kahle and Homer 1985;Kamins 1989;Solomon et al 1992). …”

Section: Introductionsupporting

confidence: 67%

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

Vermeir

Sompel

2013

J Consum Policy

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This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children's self-perception is influenced by the attractiveness of an advertising model, (3) whether children's attitudes towards an ad and buying intentions for a non-beauty related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2) and (3). Results of two experimental studies with respectively 8-9 year old (N = 75) and 12-13 year old (N = 57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (versus less attractive) model has a negative influence on general self-worth for 8-9 year old boys, but not for girls, nor for 12-13 year old children. Exposure to a moderately attractive (versus less attractive) model also has a positive influence on perceived physical appearance of 8-9 year old girls, but this effect does not occur for boys, nor for 12-13 year olds. The studies also show that moderately attractive (versus less attractive) models increase attitudes and buying intentions for 8-9 year olds, but not for 12-13 year old boys and girls.

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Section: Introductionsupporting

confidence: 67%

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

Vermeir

Sompel

2013

J Consum Policy

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“…Endorser characteristic studies indicate that the more credible the source, the more effective the endorser (Ohanian, 1991;Weiner & Mowan, 1986), and source credibility has been found to be enhanced by a variety of factors including attractiveness, expertise, and trustworthiness (Baker & Churchhill, 1977;Kahle & Homer, 1985;Ohanian, 1991;Tripp;Jensen, & Carlson, 1994).…”

Section: Supporting Literature and Hypothesesmentioning

confidence: 99%

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

2007

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The match-up hypothesis and associative learning theory was utilized to examine the effects of athlete attractiveness and expertise on attitudes towards an athletic event and purchase intentions.An experimental design was incorporated to test the study's hypotheses with participants (N = 184) from three universities. Results indicate that athlete attractiveness and expertise interact to produce the best endorser-event fit. In terms of athletes with high levels of expertise, there were no differences in athlete-event fit between the highly attractive and less attractive athlete.However, among the athletes with low expertise, the attractive athlete was perceived as a better fit than was the less attractive athlete. Further, attitudes toward the event partially mediated the relationship between fit and purchase intentions, but identification did not act as a moderator.These results held regardless of participant sex. Implications relative to theory and practice are presented.3

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“…In addition to this, findings indicate that a film celebrity creates more positive consumer attitudes than a sports celebrity (Roy et al, 2013). Consequently, it is also believed that the advertisements will be more useful if it is endorsed by the celebrities than by someone else (Kahle and Homer, 1985;Ohanian, 1991). The influence of a celebrity is so influential that business houses are willing to even spend millions of pounds and dollars for endorsement deals (Dix et al, 2010).…”

Section: Celebrity Endorsementmentioning

confidence: 94%

“…Celebrity endorsement helps marketers in improving marketing communication, product image, improving purchase behaviour and positive recall rates (Mansour and Diab, 2016;Spry et al, 2011;Seno and Lukas, 2007;Till et al, 2008) and this brand recall ultimately become helpful for purchase intention (Kahle and Homer, 1985). The leveraging of endorsement by the use of celebrity is celebrity endorsement, with a hope that this will enhance product's likability among public to the large extend (Seno and Lukas, 2007).…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective

Cited by 981 publications

References 18 publications

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Year-Old Children

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

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