“Yes, (s)he is pretty, but...” An investigation of the simultaneous impact of endorser characteristics relevant to purchasing behaviour

Herget, Philipp; Agthe, Maria und Spörrle, Matthias (Juli 2009): “Yes, (s)he is pretty, but...” An investigation of the simultaneous impact of endorser characteristics relevant to purchasing behaviour. 11th European Congress of Psychology, Oslo, Norway, 07. - 10. July 2009.

Abstract

Objectives. Research on advertising efficiency states, that both the attractiveness of a model endorsing a product (Halliwell & Dittmar, 2004) as well as the extent of identification with this endorser (Felser, 2001) are relevant parameters of advertising effectiveness. Surprisingly, no research has simultaneously investigated the significance of attractiveness and identification with the endorser in the field of non-celebrity endorsement (e.g., typical product users), so far. Method and Results. Using an experimental between-subjects design (N = 480) endorser’s attractiveness and gender were manipulated in print advertisements for four different products. Including pivotal determinants of purchasing behaviour (e.g., impression on product quality) multiple regression analysis showed that identification but not attractiveness had a small but significant incremental predictive value on purchasing behaviour. Conclusion. A (potentially less attractive) non-celebrity endorser with whom consumers can identify themselves might be preferred in favour of an attractive one with whom consumers cannot identify themselves.

• Dokumententyp: Konferenzbeitrag (Poster)
• Keywords: endorser, attractiveness, identification, advertisements, purchase, consumer behavior, marketing, Testimonial, Attraktivität, Identifikation, Werbung, Kaufverhalten, Konsumentenverhalten
• Fakultät: Psychologie und Pädagogik > Department Psychologie > Allgemeine Psychologie II > Tagungsbeiträge
• Themengebiete: 100 Philosophie und Psychologie > 150 Psychologie
• Sprache: Englisch

Literaturliste

Bekk, M., Spörrle, M., & Felser, G. (2009). Match me, if you can – Zum Einfluss von persönlichkeitsbasierter Ähnlichkeit zwischen Marke und Testimonial auf die wahrgenommene Passung und die Kaufwahrscheinlichkeit [Abstract]. In A. B. Eder, K. Rothermund, S. R. Schweinberger, M. C. Steffens & H. Wiese (Hrsg.), 51. Tagung experimentell arbeitender Psycholog/innen in Jena (S. 145). Lengerich: Pabst Science Publishers.

Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting and Electronic Media, 40, 478-495.

Halliwell, E. & Dittmar, H. (2004). Does size matter? The impact of model’s body size and women’s body-focused anxiety and advertising effectiveness. Journal of Social and Clinical Psychology, 23, 104-122.

Happel, H. (1991). Das Personalisierungsprinzip fördert die direkte Ansprache. Direkt-Marketing, 12, 23-26. Patzer, G. L. (1983). Source credibility as a function of communicator physical attractiveness. Journal of Business Research, 11, 229-241.

Sigall, H. & Aronson, E. (1969). Liking for an evaluator as a function of her physical attractiveness and nature of the evaluation. Journal of Experimental Social Psychology, 5, 93-100.