Match up on physical attactiveness
MISHRA, ADITYA S
Match up on physical attactiveness Effectiveness of cartoon spokes-Character and human spokeperson - 2014 - 34-42
arketers have been selecting celebrities to endorse their brands on the basis of their physical attractiveness. Consumers tend to form positive stereotypes about such people because they assume that the endorses, who are ranked high on one dimention, would excel on other dimentions as well. However, attractive endorsers were found enhancing consumers' favourable attitudes in case of 'matching/congruent' attractiveness related products only.
MARKETING
658.8
Match up on physical attactiveness Effectiveness of cartoon spokes-Character and human spokeperson - 2014 - 34-42
arketers have been selecting celebrities to endorse their brands on the basis of their physical attractiveness. Consumers tend to form positive stereotypes about such people because they assume that the endorses, who are ranked high on one dimention, would excel on other dimentions as well. However, attractive endorsers were found enhancing consumers' favourable attitudes in case of 'matching/congruent' attractiveness related products only.
MARKETING
658.8