What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising

Bekk, Magdalena; Spörrle, Matthias; Völckner, Franziska; Spieß, Erika und Woschée, Ralph (December 2017): What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising. In: Marketing Letters, Vol. 28, No. 4: pp. 509-522

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.

• Item Type: Journal article
• Keywords: Advertising; Endorsement; Congruence; Attractiveness; Attractiveness similarity
• Faculties: Psychology and Education Science > Department Psychology > Economic and Organizational Psychology
• Subjects: 100 Philosophy and Psychology > 150 Psychology
• ISSN: 1573-059X
• Language: English