Briana Anderson - Cornell University

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Outcome Variables: Corporate Credibility and Endorser Credibility…..……38 Reliability Scores for Scales………………………………………………….38 Relationships (Correlations) Between the Variables…………………………43 Hypothesis Discussion………………………………………………………..46 CHAPTER SIX – CONCLUSION…………………………………………………...65 Limitations……………………………………………………………………65 Discussion and Implications………………………………………………….68 APPENDIX A………………………………………………………………………...73 REFERENCES………………………………………………………………………..81 viii
LIST OF FIGURES Figure 1 – Lafferty et al.’s (2002) Dual Credibility Model………………………….14 Figure 2 – Expected Findings………………………………………………………...20 Figure 3 – Attractive Endorser 1 (Image 21 in Pretest)……………………………....35 Figure 4 – Attractive Endorser 2 (Image 25 in Pretest)………………………………35 Figure 5 – Unattractive Endorser 1 (Image 18 in Pretest)……………………………36 Figure 6 – Unattractive Endorser 2 (Image 5 in Pretest) …………………………….36 Figure 7 – Outcome Graph: Low Involvement – Endorser Credibility………………58 Figure 8 – Outcome Graph: High Involvement – Endorser Credibility……………...58 Figure 9 – Outcome Graph: Low Involvement – Endorser Trustworthiness…………61 Figure 10 – Outcome Graph: High Involvement - Endorser Trustworthiness……….61 Figure 11 – Outcome Graph: Low Involvement – Endorser Expertise………………64 Figure 12 – Outcome Graph: High Involvement – Endorser Expertise……………..64 ix
Page 1 and 2: EFFECTS OF ENDORSER ATTRACTIVENESS
Page 3 and 4: ABSTRACT Much research has been con
Page 5 and 6: BIOGRAPHICAL SKETCH Born and raised
Page 7 and 8: This thesis is dedicated to my fami
Page 9: TABLE OF CONTENTS CHAPTER ONE - INT
Page 13 and 14: Table 22 - Means for Dependent Vari
Page 15 and 16: CHAPTER ONE INTRODUCTION Physical a
Page 17 and 18: CHAPTER TWO BACKGROUND & PURPOSE OF
Page 19 and 20: 5 they have received benefits from
Page 21 and 22: 7 A popular advertising vehicle is
Page 23 and 24: Explaining the Attractiveness-Credi
Page 25 and 26: • Attractive people are more pers
Page 27 and 28: 13 In a related study, Lafferty and
Page 29 and 30: Role of Cognitive “Involvement”
Page 31 and 32: CHAPTER THREE EXPECTATIONS Past res
Page 33 and 34: 19 such as a cosmetics or clothing
Page 35 and 36: 21 • H1b: Based on the same set o
Page 37 and 38: source credibility). Each person vi
Page 39 and 40: Table 2 Survey Versions Version 1st
Page 41 and 42: Dependent Variables: Corporate Cred
Page 43 and 44: Table 3 29 Ohanian’s (1990) Endor
Page 45 and 46: Control Variable 31 To measure pers
Page 47 and 48: CHAPTE FIVE RESULTS Pretest Results
Page 49 and 50: 35 Figure 3 - Attractive Endorser 1
Page 51 and 52: 37 Demographic and Involvement Freq
Page 53 and 54: 39 Reliability of the endorser attr
Page 55 and 56: 41 Additionally, three separate mea
Page 57 and 58: Table 13 43 Reliability for Summed
Page 59 and 60: Table 15 45 Correlation of Objectiv
Page 61 and 62:
H1a: Overall, the physical attracti
Page 63 and 64:
Table 19 49 Means for Dependent Var
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51 illustrates that the findings ar
Page 67 and 68:
cosmetics company. It is important
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55 H3: In a high involvement condit
Page 71 and 72:
Page 73 and 74:
59 Tables 28 and 29 present the fin
Page 75 and 76:
Mean Score 38 36 34 32 30 28 26 24
Page 77 and 78:
Page 79 and 80:
Limitations CHAPTER SIX CONCLUSION
Page 81 and 82:
confounding variables in this study
Page 83 and 84:
69 study. These hypotheses predicte
Page 85 and 86:
marketing, a person’s attractiven
Page 87 and 88:
APPENDIX A SURVEY INSTRUMENT Who I
Page 89 and 90:
Please answer whether you agree or
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77 Please answer whether you agree
Page 93 and 94:
Pharmco Pharmaceuticals - Social Re
Page 95 and 96:
REFERENCES Ashmore, R.D., Solomon,
Page 97 and 98:
Ledingham, J.A. & Brunig, S.D. (200
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Briana Anderson - Cornell University

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