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ISSN : 1229-8778
Consumers are less likely to be vulnerable to ad endorser's persuasive attempts to make them purchase the advertised brand. Instead, they tend to form or change their attitudes toward the ad and the advertised brand (i.e., ad effectiveness) on the basis of their evaluation of the endorser's social characteristics (i.e., correspondence bias and preference for the ad endorser). The study examined the effects of non-celebrity female ad endorser's physical attractiveness (high vs. low) and gaze direction (looking at participants vs. looking away from participants) on male participants' evaluation on her social characteristics and ad effectiveness by using an online experiment. As a result, the hierarchical relationship of ad information processing (correspondence bias → preference for the ad endorser → ad attitudes → brand attitudes) was found. The results also indicated that ad endorser's physical attractiveness had a direct influence on preference for the ad endorser and gaze direction had direct effects on correspondence bias and ad attitudes. In particular, the preference for the ad endorser was stronger when the ad endorser was highly attractive than when the ad endorser was lowly attractive. Both correspondence bias and ad attitudes were stronger when the ad endorser looked at participants than when the ad endorser looked away from participants.
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