Review of Business and Economic Literature vol:58 issue:4 pages:428-452
Many studies have shown that attractive endorsers are more successful in creating positive attitudes towards advertisements than their less attractive counterparts. This paper focuses on the attractiveness of the body-sizes of the endorsers. In a first study ‘ideal’ body-sizes of female and male endorsers are investigated in an experiment with different photo-shopped endorsers. The results of these findings are used in two further experiments in which the influence of endorsers’ body-sizes on the effectiveness of print advertisements are investigated. Generally, endorsers with ideal body-sizes are the most effective. However, the results show that this ‘general’ rule does not always hold and that personal characteristics of the previewer, notably his/her body esteem, gender and the sex of the audience have an important significant impact on the advertising effectiveness of the ‘ideal’ body-size endorsers.