Briana Anderson - Cornell University

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or negative reputation. Second, decision-makers should not rely on the ‘what is beautiful is good’ conception. This thesis indicates that in a message with social connotations, people are not merely looking for a pretty face. In fact, this thesis suggests that those who are personally involved in a serious issue such as breast 72 cancer will view a pretty face negatively (and this assumes that the person viewing the ad will not have any preexisting attitudes toward the person involved). Additionally, this thesis supports the idea that decision-makers should consider the type of company they are when choosing an endorser. In this thesis, the attractive endorser received significantly higher ratings for the cosmetics company (beauty- related) than the pharmaceutical company (though it is important to note that the unattractive endorser got higher ratings for both company types). What this thesis should clearly communicate to PR and marketing professionals making CSR decisions is that marketing research is a necessary component to their choosing of endorsers. These professionals need to consider (and discover!) what is important to their targeted audience, whether an internal or external endorser is more credible and should not follow on the heals of advertising where a pretty face will automatically equal greater credibility. Choosing a credible endorser is certainly important as the connection between endorser and organizational credibility is supported by this study (as well as intuition).
APPENDIX A SURVEY INSTRUMENT Who I am: I’m a Master’s student in Communication at <strong>Cornell</strong> <strong>University</strong>, conducting research for my thesis related to corporations and ethics/ philanthropy. What I’m asking of you: I would like answer the following questionnaire related to corporations and philanthropy, which should take about 15 minutes to answer. What are your rights: Your participation is completely voluntary, and your responses will never be linked to your name. In fact, I don’t want you to put your name anywhere on this questionnaire. By answering these questions, we’ll take it that you agreed to participate. Instructions: Please answer the following questionnaire to the best of your ability, and remember: there are no right answers! Instructions will appear in bold typeface. 73
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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
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13 In a related study, Lafferty and
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Role of Cognitive “Involvement”
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CHAPTER THREE EXPECTATIONS Past res
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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 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: marketing, a person’s attractiven
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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