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What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising
Authors:Magdalena Bekk  Matthias Spörrle  Franziska Völckner  Erika Spieß  Ralph Woschée
Institution:1.Department of Marketing and Brand Management,University of Cologne,Cologne,Germany;2.Private University Seeburg Castle (Privatuniversit?t Schloss Seeburg),Seekirchen am Wallersee,Austria;3.Department of Psychology, Chair of Economic and Organizational Psychology,University of Munich (LMU),Munich,Germany
Abstract:This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attractiveness similarity over and above the mere effect of endorser attractiveness. In addition, a consistent moderating effect of attractiveness similarity on the effect of endorser attractiveness emerges: attractiveness similarity buffers against the less positive effects of lower levels of endorser attractiveness (i.e., it compensates for lower levels of endorser attractiveness). Overall, these findings reveal attractiveness similarity as a new variable in endorser advertising, which has important managerial implications. Advertising campaigns employing averagely attractive endorsers should pay special attention to attractiveness similarity.
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