Briana Anderson - Cornell University

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Outcome Variables – Corporate Credibility and Endorser Credibility Reliability scores for Scales 38 To test the reliability of the corporate credibility scale, a reliability test using Cronbach’s alpha (α) was run for the nine variables. Because the alpha score was sufficiently high a new variable “cocred” was create, which represented a sum of all nine items (see Table 8). Table 8 Alphas scores for Corporate Credibility Scale 10 Variable Alpha if item deleted Company Credibility1 Company Credibility 2 Company Credibility 3 Company Credibility 4 Company Credibility 5 Company Credibility 6 Company Credibility 7 Company Credibility 8 Company Credibility 9 Scale Mean Scale SD Scale α .90 .91 .90 .91 .90 .91 .91 .90 .91 56.04 13.94 .9165 10 See “Method” section for questions relating to Company Credibility 1,2,3, etc.
39 Reliability of the endorser attractiveness variable was also tested using Cronbach’s alpha. The scale is comprised of three elements, i.e. attractiveness, trustworthiness, and expertise, with five measures for each for a total of 15 items (see Table 9). Table 9 Alpha Scores for Endorser Credibility Scale α if item deleted α if item deleted α if item deleted Endorser Credibility Variable Attractiveness Trustworthiness Expertise Attractive – Unattractive .8500 Classy – Not Classy .8428 Beautiful – Ugly .8503 Elegant – Plain .8524 Sexy – Not Sexy .8604 Trustworthy – Untrustworthy .8328 Dependable – Undependable .8306 Honest – Dishonest .8331 Reliable – Unreliable .8304 Sincere – Insincere .8308 Expert – Not Expert .8354 Experienced – Inexperienced .8354 Knowledgeable – Unknowledgeable .8323 Qualified – Unqualified .8301 Skilled - Unskilled .8307 Scale mean 92.85 Scale SD 17.47 Alpha (n=15) .8478 Because the scale had an overall alpha of .8478, a new variable (endcred) was created, which was calculated by summing the 15 items. Furthermore, as mentioned in the “Method” section, a variable was created with only the expertise and trustworthiness items, as attractiveness level of the endorsers was one of the manipulated factors in this study. This variable was chosen as the overall measure of endorser credibility because 1) it is illogical to use a scale with an underlying construct that is manipulated as an independent variable (specifically, endorser attractiveness) and 2) the overall alpha score for this endorser credibility scale is
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 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: 37 Demographic and Involvement Freq
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

Briana Anderson - Cornell University

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