Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective
Физическая привлекательность знаменитости — рекламного представителя: с точки зрения теории социальной адаптации
1985-03-01
SCID: 54.1/kvj7wwtp
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celebrity endorsercelebrity likabilityphysical attractivenessproduct involvementsocial adaptation theory
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Abstract (AI)
Three factors were manipulated in an advertisement for disposable razors: celebrity-source physical attractiveness, celebrity-source likability, and participant product involvement. Attitudes and purchase intentions changed due to celebrity-source attractiveness, and the results were interpreted as supporting social adaptation theory.
Key Findings
1
Celebrity-source physical attractiveness influenced participants’ attitudes toward the advertisement or product and their purchase intentions.
2
The abstract does not report quantitative effect sizes or specify how product involvement moderated the observed effects.
3
The findings were interpreted as supporting social adaptation theory in explaining responses to celebrity endorsements.
4
The study manipulated celebrity endorser physical attractiveness, endorser likability, and participant involvement in disposable-razor advertising.
Research Object
Celebrity endorser in disposable-razor advertising
Research Subject
Effects of the endorser’s physical attractiveness, likability, and participant product involvement on attitudes and purchase intentions
Author Information
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