Briana Anderson - Cornell University

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4 In fact, based on this conception of source credibility attributes, Newell and Goldsmith (2001) developed a corporate (or organizational) credibility measure. The scale was tested for reliability (α) and construct validity (based on evaluations of existing organizations, e.g. IBM and Texxon and correlations with typical advertising variables 1 . Their scale includes the following four items for perceived expertise and four items related to perceived trustworthiness. The XYZ Corporation has a great amount of experience, The XYZ Corporation is skilled in what they do, The XYZ Corporation has great expertise, The XYZ Corporation does not have much experience. I trust the XYZ Corporation. The XYZ Corporation makes truthful claims. The XYZ Corporation is honest. I do not believe what the XYZ Corporation tells me. Grunig and Hon (1999), however, developed their measure of organizational credibility based on the aforementioned concept of the importance of establishing a relationship between and organization and its publics 2 . The Grunig/Hon (1999) scale was developed with six relationship elements including control mutuality (degree to which parties agree on who has the right to influence one another), trust (one party’s willingness to open oneself to the other party), satisfaction (extend to which each party feels favorably toward the other because positive experiences are reinforced), commitment (extent to which each party believes and feels the relationship is worth spending energy on to maintain it), exchange relationship (both parties give because 1 Perceived ad credibility, attitude toward ad, attitude toward corporation’s brand, and purchase intentions. 2 This emphasis on relationships in public relations practice is outlines in Ledingham & Brunig (2000).
5 they have received benefits from each other), and communal relationship (both parties provide benefits to each other because they are concerned for the welfare of the other). Research has demonstrated that credible sources have a positive impact on attitudes toward both an advertisement and the brand. Atkin and Block (1983) found that celebrity endorsers (versus similar non-celebrity endorsers) were perceived as more trustworthy, competent (expertise), and more attractive in alcohol advertising. Moreover, the source credibility ratings of the endorsers extended to the message and products. In another study, Goldberg and Hartwick, (1990) - testing Fishbein and Azjen’s (1975) source credibility framework that posits that source credibility affects the probability that a message claim will be accepted - manipulated levels of advertiser (i.e. corporate) expertise and trustworthiness and claim extremity on a rank order scale of product brands. Goldberg and Hartwick (1990) found that corporate credibility moderated evaluations of ad credibility and product evaluation, that is, higher corporate credibility led to more positive evaluations of ad credibility and product. Corporate Social Responsibility One way organizations seek to improve relationships with their stakeholders is by engaging in corporate social responsibility (CSR) initiatives and activities. The definitions of corporate social responsibility are plentiful, generally indicating that corporations operate within social norms and encompass activities aimed at creating a safe and supportive work environment for employees, operating in a manner conscious of impact on outside environment, and contributing to the health of society in general (Seitel, 1995). In academic literature, CSR has been conceptualized as pro-social corporate endeavors designed to improve relations with company stakeholders (Murray & Vogel, 1997), corporate social performance (Turban & Greening 1997), to a more socially proactive view of long-term goals related to CSR as part of a dynamic social system (McGee 1998). Further researchers have conceptualized CSR as a
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 and 10: TABLE OF CONTENTS CHAPTER ONE - INT
Page 11 and 12: LIST OF FIGURES Figure 1 - Lafferty
Page 13 and 14: Table 22 - Means for Dependent Vari
Page 15 and 16: CHAPTER ONE INTRODUCTION Physical a
Page 17: CHAPTER TWO BACKGROUND & PURPOSE OF
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
Page 65 and 66: 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
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Table 27 57 Means for Dependent Var
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59 Tables 28 and 29 present the fin
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Mean Score 38 36 34 32 30 28 26 24
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Table 31 63 Means for Dependent Var
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Limitations CHAPTER SIX CONCLUSION
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confounding variables in this study
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69 study. These hypotheses predicte
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marketing, a person’s attractiven
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APPENDIX A SURVEY INSTRUMENT Who I
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Please answer whether you agree or
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77 Please answer whether you agree
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Pharmco Pharmaceuticals - Social Re
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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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