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Briana Anderson - Cornell University

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Table 3<br />

29<br />

Ohanian’s (1990) Endorser Credibility Scale<br />

Attractiveness<br />

Items<br />

Attractive – Unattractive<br />

Classy – Not Classy<br />

Beautiful – Ugly<br />

Elegant – Plain<br />

Sexy – Not Sexy<br />

Trustworthiness<br />

Items<br />

Trustworthy – Untrustworthy<br />

Dependable – Undependable<br />

Honest – Dishonest<br />

Reliable – Unreliable<br />

Sincere – Insincere<br />

Expertise Items<br />

Expert – Not Expert<br />

Experience – Inexperienced<br />

Knowledgeable – Unknowledgeable<br />

Qualified – Unqualified<br />

Skilled - Unskilled<br />

Results from the endorser credibility section were tested to see if they correlated with<br />

the results of perceived organizational credibility (see “Results” section). In addition,<br />

the attractiveness portion of the endorser credibility scale will serve as a manipulation<br />

check of physical attractiveness. Based on reliability scores (see “Results” section),<br />

the 15 items related to endorser credibility had a high enough alpha score to combine<br />

into a single summed variable (refereed to as “endcred” in the data set).<br />

Furthermore, based on alpha scores (see “Results” section) of the three<br />

constructs underlying the endorser credibility scale, i.e. attractiveness, trustworthiness,<br />

and expertise, the following variables were created:<br />

• Perceived endorser attractiveness (enattrac) is a summation of the 5<br />

attractiveness items presented in Figure 6 (10 point scale for each item,<br />

range of 5 -50).<br />

o Enattrac1 is a dichotomous measure of perceived endorser<br />

attractiveness where 0 = unattractive (1-28) and 1 = attractive (29-

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