An experimental investigation of the influence of endorser attractiveness in video advertisements
作者： Sheng Yuan
DOI: 10.1080/17544750.2015.1035733
关键词: Physical attractiveness 、 Advertising research 、 Consumer market 、 Human physical appearance 、 Product (category theory) 、 Search advertising 、 Psychology 、 Elaboration likelihood model 、 Attractiveness 、 Advertising
摘要: This article investigates the influence of physical appearance an advertising model on effectiveness advertising. Four versions video-based electric toothbrush advertisements are shown to 178 respondents in China. The results this study revealed a significant source attractiveness when participants watched that emphasized image building (tooth whitening) function toothbrush. However, insignificant was found stressed utilitarian (tooth-cleaning) product. expands elaboration likelihood (ELM) theory and provides advertisers with practical advice about designing developing Chinese consumer market.
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