Briana Anderson - Cornell University

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74 Azure Cosmetics – Commitment to Social Responsibility “Azure Cosmetics, Inc. is committed to being the company for women, and in support of this mission, the Azure Foundation is responding to the needs of women and their families by funding the fight against the most commonly diagnosed cancer among women: breast cancer. This is accomplished through a unique initiative called the Azure Breast Cancer Crusade, which has a 10-year goal of $250,000,000 net in total funds raised worldwide to fund access to care and finding a cure for breast cancer. In addition to the US, Azure now supports programs for breast cancer and other vital women's health issues in 50 countries around the world. The goal of the Azure Breast Cancer Crusade is to benefit all women through research, clinical care, support services, education and early detection, but there is special emphasis on reaching medically underserved women, including low-income, elderly and minority women, and women without adequate health insurance. Reversing historical disparities in breast cancer care is a priority of the Azure Breast Cancer Crusade.” -- Maggie Smith, Human Resources Manager, Azure Cosmetics
Please answer whether you agree or disagree with the following statements (1 completely disagree, 10 agree completely) related to Azure Cosmetics: Azure Cosmetics 75 1. This organization would treat people like me fairly. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 2. If this organization makes an important decision, I know it will be concerned about people like me. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 3. This organization can be relied upon to keep its promises. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 4. I believe that this organization takes the opinions of people like me into account when making decisions. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 5. I feel very confident about this organization’s skills. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 6. This organization has the ability to accomplish what it says it will do. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 7. Sound principles seem to guide this organization’s behavior. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 8. This organization would not mislead people like me. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree) 9. I am very willing to let this organization make decisions for people like me. (completely disagree) 1 2 3 4 5 6 7 8 9 10 (completely agree)
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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
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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 and 86: marketing, a person’s attractiven
Page 87: APPENDIX A SURVEY INSTRUMENT Who I
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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