What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising

Magdalena Bekk (), Matthias Spörrle (), Franziska Völckner (), Erika Spieß () and Ralph Woschée ()
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Magdalena Bekk: University of Cologne
Matthias Spörrle: Private University Seeburg Castle (Privatuniversität Schloss Seeburg)
Franziska Völckner: University of Cologne
Erika Spieß: University of Munich (LMU)
Ralph Woschée: University of Munich (LMU)

Marketing Letters, 2017, vol. 28, issue 4, No 2, 509-522

Abstract: Abstract This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attractiveness similarity over and above the mere effect of endorser attractiveness. In addition, a consistent moderating effect of attractiveness similarity on the effect of endorser attractiveness emerges: attractiveness similarity buffers against the less positive effects of lower levels of endorser attractiveness (i.e., it compensates for lower levels of endorser attractiveness). Overall, these findings reveal attractiveness similarity as a new variable in endorser advertising, which has important managerial implications. Advertising campaigns employing averagely attractive endorsers should pay special attention to attractiveness similarity.

Keywords: Advertising; Endorsement; Congruence; Attractiveness; Attractiveness similarity (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:28:y:2017:i:4:d:10.1007_s11002-017-9428-3

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DOI: 10.1007/s11002-017-9428-3

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