Universität zu Köln

Bekk, Magdalena, Spoerrle, Matthias, Voelckner, Franziska, Spiess, Erika and Woschee, Ralph (2017). What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising. Mark. Lett., 28 (4). S. 509 - 523. DORDRECHT: SPRINGER. ISSN 1573-059X

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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
Creators:	Creators Email ORCID ORCID Put Code Bekk, Magdalena UNSPECIFIED UNSPECIFIED UNSPECIFIED Spoerrle, Matthias UNSPECIFIED UNSPECIFIED UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED Spiess, Erika UNSPECIFIED UNSPECIFIED UNSPECIFIED Woschee, Ralph UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-209831
DOI:	10.1007/s11002-017-9428-3
Journal or Publication Title:	Mark. Lett.
Volume:	28
Number:	4
Page Range:	S. 509 - 523
Date:	2017
Publisher:	SPRINGER
Place of Publication:	DORDRECHT
ISSN:	1573-059X
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language PHYSICAL ATTRACTIVENESS; SOCIAL JUDGMENT; UP HYPOTHESIS; MODELS; IMPACT; ENDORSEMENT; CONGRUENCE; BEHAVIOR; ATTITUDE; LOOKING Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/20983