Briana Anderson - Cornell University

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62 Tables 30 and 31 present the findings of a univariate ANOVA model with attractiveness, company type, and personal involvement as the fixed factors in which endorser expertise is the dependent variable. Figures 11 and 12 present the results of the ANOVA in graph form. Table 30 Univariate Analysis table for Dependent Variable Endorser Expertise Source Type III Sum of Squares Degrees of Freedom Mean Square F Sig. Corrected Model 3694.893 9 410.544 6.267 .000 Intercept 44123.471 1 44123.471 673.602 .000 Gender 245.270 1 245.270 3.744 .054 Class 118.293 1 118.293 1.806 .180 Attractiveness 368.974 1 368.974 5.633 .018 Company 2568.116 1 2568.116 39.206 .000 Personal Involvement 75.207 1 75.207 1.148 .285 Attractiveness * Company Type 95.304 1 95.304 1.455 .229 Attractiveness * Personal Involvement 40.085 1 40.085 .612 .435 Company Type * Personal Involvement 290.103 1 290.103 4.429 .036 Attractiveness * Company Type * 8.769 1 8.769 .134 .715 Personal Involvement Error 17161.986 262 65.504 Total 294225.000 272 Corrected Total 20856.879 271 R Squared = .177 (Adjusted R Squared = .149)
Table 31 63 Means for Dependent Variable: Endorser Expertise Personal Involvement Mean Std. Error 95% Confidence Interval Endorser Company Lower Bound Upper Bound Low Unattractive Cosmetic 32.254 1.319 29.656 34.851 Pharmaceutical 33.733 1.337 31.100 36.365 Attractive Cosmetic 28.922 1.337 26.290 31.554 Pharmaceutical 26.859 1.319 24.262 29.456 High Unattractive Cosmetic 36.355 1.741 32.927 39.782 Pharmaceutical 37.011 1.318 34.415 39.608 Attractive Cosmetic 31.345 1.318 28.749 33.941 Pharmaceutical 26.945 1.741 23.518 30.373 Evaluated at covariates appeared in the model: SEX = .8088, DUMCLASS = .5074.
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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
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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 71 and 72: Table 27 57 Means for Dependent Var
Page 73 and 74: 59 Tables 28 and 29 present the fin
Page 75: 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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