Briana Anderson - Cornell University

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Mean Score 38 36 34 32 30 28 26 24 22 64 Low Involvement Endorser Expertise Unattractive Attractive Unattractive/Attractive Cosmetic Pharmceutical Linear (Pharmceutical) Linear (Cosmetic) Figure 11 – Outcome Graph: Low Involvement – Endorser Expertise Mean Score 38 36 34 32 30 28 26 24 22 High Involvement Endorser Expertise Unattractive Attractive Unattractive/Attractive Cosmetic Pharmceutical Linear (Pharmceutical) Linear (Cosmetic) Figure 12 – Outcome Graph: High Involvement – Endorser Expertise
Limitations CHAPTER SIX CONCLUSION There are several limitations of this study. First, the sample is a relatively young and female one, where 80% of the sample was female. This has a number of implications. For one, a young audience may be more trusting of a cosmetics company than a pharmaceutical company due to their age, i.e. college students, especially females, will have more experience and knowledge of cosmetics companies than pharmaceutical companies. This could possibly account for why, overall, the cosmetics company received higher ratings of organizational credibility. Additionally, the sample is heavily female, which skews results to a more female point of view. Females might more readily trust cosmetics companies, are more likely concerned with or personally involved with breast cancer research, and may make judgments about a woman’s physical appearance differently than males. Thus, this may affect the external validity of the study. Future studies could fix this problem by obtaining a more representative sample. Second, this study only examines pharmaceutical and cosmetics companies. There are many different types of companies that engage in public relations, reputation management and social responsibility activities. Additionally, the companies used in the study are fictitious companies; it may be unrealistic or artificial to have no feelings toward a company. However, for the sake of this study, it was beneficial that subjects not have preconceived notions of the companies in the study since the study was more concerned with the relationship of endorser to the organization (based on endorser attractiveness and company type not an existing attitude toward company reputation). Again, this may affect the external validity of the study in that only two types of companies were examined and the results may not be generalizable to other industries. 65
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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
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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
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• 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 and 76: Mean Score 38 36 34 32 30 28 26 24
Page 77: Table 31 63 Means for Dependent Var
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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