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Bekk, Magdalena; Spörrle, Matthias; Völckner, Franziska; Spieß, Erika; 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
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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.