Peer reviewedERIC Number: EJ327767
Record Type: Journal
Publication Date: 1985
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Effects of Attractiveness of the Endorser on the Performance of Testimonial Ads.
Wilcox, Gary B.; And Others
Journalism Quarterly, v62 n3 p548-52 Aut 1985
When affective and cognitive scores were used as measures, the attractiveness level of the endorser of a product in an advertisement appeared to have a significant effect on the scores with the high attractiveness level producing the most favorable evaluations. When cognitive scores were used, however, the attractiveness level had no significant effect on the scores. (FL)
Descriptors: Advertising, Journalism, Marketing, Media Research, Physical Characteristics, Reader Response
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
