Briana Anderson - Cornell University

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• 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.