Briana Anderson - Cornell University

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Hypothesis Discussion 46 H1: The perceived credibility of the endorser of a social responsibility message will be positively correlated with the perceived credibility of the organization. H1 was supported with the data from this study. Table 16 presents a correlation table with the results from a correlation test, which highlights a significant, positive relationship between endorser credibility (sum of 15-item scale with constructs of attractiveness, expertise and trustworthiness) and company credibility (sum of nine items of corporate credibility). Note: endorser credibility was measured with the scale without the five attractiveness items in this test and all other tests involving endorser credibility. Table 16 Correlations of Endorser and Company Credibility Endorser Credibility Company Credibility Endorser Credibility Company Credibility Pearson Correlation 1.000 .465 Sig. (2-tailed) . .000 N 272 272 Pearson Correlation .457 1.000 Sig. (2-tailed) .000 . N 272 272 ** Correlation is significant at the 0.01 level (2-tailed).
H1a: Overall, the physical attractiveness of endorsers will have a positive relationship with endorser credibility. 47 Hypothesis H1a was not supported in this study. In fact, the opposite of this hypothesis was supported by this data. An ANOVA test revealed that, overall, attractive endorsers received statistically significantly lower ratings of endorser credibility than unattractive endorsers. Table 17 presents the results of the ANOVA test. This model had an F statistic of 31.140, with a significance level of .000. Table 17 Credibility Means for Attractive and Unattractive Endorsers Objective Attractiveness Mean Endorser Credibility N Std. Deviation Unattractive 68.8676 136 14.8964 Attractive 58.8254 136 14.7849 Total 63.8465 272 15.6433 H1b: Based on the same set of research, attractiveness should have a positive relationship with endorser trustworthiness. Hypothesis H1b was not supported with an ANOVA test. Just as in H1, the opposite of H1b’s prediction was significantly supported by this analysis – there is a negative relationship between endorser attractiveness and perceptions of endorser trustworthiness. Table 18 below presents the means from a univariate ANOVA test in
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EFFECTS OF ENDORSER ATTRACTIVENESS
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ABSTRACT Much research has been con
Page 5 and 6:
BIOGRAPHICAL SKETCH Born and raised
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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 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: Table 15 45 Correlation of Objectiv
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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