Briana Anderson - Cornell University

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Perceived Credibility unattractive attractive 20 High Involvement Low Involvement Perceived Credibility unattractive attractive Endorser Endorser Beauty-related companies Non-beauty-related companies Figure 2 – Expected Findings Hypotheses: H1: The perceived credibility of the endorser of a social responsibility message will be positively correlated with the perceived credibility of the organization. • H1a: Overall, attractiveness of endorsers should have a positive relationship with endorser credibility. This hypothesis is based on attribution and advertising/marketing research that suggests that attractive people receive higher ratings of credibility.
21 • H1b: Based on the same set of research, attractiveness should have a positive relationship with endorser trustworthiness. • H1c: Based on the same set of research, attractiveness should have a positive relationship with endorser expertise. H2: Based on the Match-Up Effect, there should be an interaction between attractiveness and company type with endorser credibility. Specifically, the combination of an attractive endorser and beauty company should get a significantly higher rating of credibility than the combination of attractive endorser and the pharmaceutical company. H3: In a high involvement condition, people will rely less on the physical appearance of endorser when making judgments about organizational credibility than in a low involvement condition. (Note: Involvement refers to the amount of personal cognitive importance related to the topic of social responsibility, i.e. breast cancer). The differences between the judgments of endorser credibility (i.e. judgments based on the attractiveness of endorser) will be greater in the low involvement condition. Thus, higher levels of personal involvement will result in a smaller difference in means of endorser credibility between attractive and unattractive endorsers.
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 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: 19 such as a cosmetics or clothing
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
Page 69 and 70: 55 H3: In a high involvement condit
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 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
Page 91 and 92:
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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