Briana Anderson - Cornell University

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Table 29 60 Means for Dependent Variable: Endorser Trustworthiness Personal Involvement Mean Std. Error 95% Confidence Interval Endorser Company Lower Bound Upper Bound Low Unattractive Cosmetic 33.658 1.256 31.186 36.130 Pharmaceutical 32.848 1.273 30.343 35.354 Attractive Cosmetic 29.308 1.273 26.802 31.813 Pharmaceutical 28.289 1.256 25.817 30.762 High Unattractive Cosmetic 35.790 1.657 32.528 39.052 Pharmaceutical 35.057 1.255 32.586 37.528 Attractive Cosmetic 32.320 1.255 29.849 34.791 Pharmaceutical 30.654 1.657 27.392 33.916 Evaluated at covariates appeared in the model: SEX = .8088, DUMCLASS = .5074.
Mean Score 38 36 34 32 30 28 26 24 22 61 Low Involvement Trustworthiness Unattractive Attractive Unattractive/Attractive Cosmetic Pharmceutical Linear (Pharmceutical) Linear (Cosmetic) Figure 9 – Outcome Graph: Low Involvement Endorser Trustworthiness Mean Score 38 36 34 32 30 28 26 24 22 High Involvement Trustworthiness Unattractive Attractive Unattractive/Attractive Cosmetic Pharmceutical Linear (Pharmceutical) Linear (Cosmetic) Figure 10 – Outcome Graph: High Involvement Endorser Trustworthiness
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EFFECTS OF ENDORSER ATTRACTIVENESS
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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
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TABLE OF CONTENTS CHAPTER ONE - INT
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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
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CHAPTER TWO BACKGROUND & PURPOSE OF
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5 they have received benefits from
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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 and 70: 55 H3: In a high involvement condit
Page 73: 59 Tables 28 and 29 present the fin
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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