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

Author

Listed:
  • 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))

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.

Suggested Citation

  • Magdalena Bekk & Matthias Spörrle & Franziska Völckner & Erika Spieß & Ralph Woschée, 2017. "What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising," Marketing Letters, Springer, vol. 28(4), pages 509-522, December.
    • Handle: RePEc:kap:mktlet:v:28:y:2017:i:4:d:10.1007_s11002-017-9428-3
    DOI: 10.1007/s11002-017-9428-3
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    4. Pornchanoke Tipgomut & Leonard J. Paas & Angela McNaught, 2021. "Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements," Marketing Letters, Springer, vol. 32(4), pages 441-454, December.

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