Briana Anderson - Cornell University

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56 Additionally, it is important to note that different patterns occur with the dependent variables as endorser trustworthiness and expertise. One important difference to note is that with endorser expertise as the dependent variable, the interaction between company type and personal involvement is significant. Table 26 Univariate Analysis table for Dependent Variable Endorser Credibility Source Type III Sum of Squares df Mean Square F Sig. Corrected Model 10618.282 9 1179.809 5.550 .000 Intercept 66549.849 1 66549.849 313.042 .000 Class 779.704 1 779.704 3.668 .057 Gender 275.049 1 275.049 1.294 .256 Personal Involvement 1534.948 1 1534.948 7.220 .008 Attractiveness 7109.398 1 7109.398 33.442 .000 Company Type 293.964 1 293.964 1.383 .241 Personal Involvement * Attractiveness 59.088 1 59.088 .278 .598 Personal Involvement * Company Type 55.897 1 55.897 .263 .609 Attractiveness * Company Type 346.596 1 346.596 1.630 .203 Personal Involvement * Attractiveness * 18.270 1 18.270 .086 .770 Company Type Error 55698.873 262 212.591 Total 1175091.563 272 Corrected Total 66317.154 271 R Squared = .160 (Adjusted R Squared = .131)
Table 27 57 Means for Dependent Variable: Endorser Credibility Personal Involvement Mean Std. Error 95% Confidence Interval Endorser Company Lower Bound Upper Bound Low Unattractive Cosmetic 65.889 2.376 61.210 70.568 Pharmaceutical 66.493 2.406 61.756 71.231 Attractive Cosmetic 58.142 2.406 53.404 62.880 Pharmaceutical 55.125 2.376 50.446 59.804 High Unattractive Cosmetic 72.270 3.143 66.082 78.459 Pharmaceutical 72.103 2.372 67.433 76.774 Attractive Cosmetic 63.699 2.372 59.029 68.370 Pharmaceutical 57.725 3.143 51.536 63.914
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EFFECTS OF ENDORSER ATTRACTIVENESS
Page 3 and 4:
ABSTRACT Much research has been con
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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
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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 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: 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 77 and 78: Table 31 63 Means for Dependent Var
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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