Title: The impact of different body-sizes of non-celebrity endorsers on advertising effectiveness
Authors: Roozen, Irene # ×
Issue Date: Dec-2014
Publisher: Intersentia
Series Title: Review of Business and Economic Literature vol:58 issue:4 pages:428-452
Abstract: 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.
ISSN: 2034-7677
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Work and Organisation Studies (WOS Bxl), Campus Brussels
Faculty of Economics and Business (FEB) - miscellaneous
× corresponding author
# (joint) last author

Files in This Item:

There are no files associated with this item.

Request a copy


All items in Lirias are protected by copyright, with all rights reserved.