The effect of physical attractiveness of models on advertising effectiveness for male and female adolescents.
This study investigates the effect of advertising with physically attractive models on male and female adolescents. The findings suggest that highly attractive models are less effective than those who are normally attractive. Implications of social comparison are discussed.
Tsai
Chia-Ching
CC
Department of Business Administration, I-Shou University, No. 1, Section 1, Hsueh-Cheng Rd., Ta-Hsu Hsiang, Kaohsiung County, Taiwan 840, ROC. cctsai@mail.isu.edu.tw
Chang
Chih-Hsiang
CH
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000328:Adult; D000329:Advertising / Q000379:methods*; D001290:Attitude; D001504:Beauty; D001828:Body Image; D004954:Esthetics / Q000523:psychology; D005260:Female; D006801:Humans; D033182:Intention; D008297:Male; D000297:Psychology, Adolescent / Q000379:methods; D012649:Self Concept; D012737:Sex Factors; D012919:Social Behavior; D012928:Social Desirability; D013334:Students / Q000523:psychology; D013624:Taiwan; D014796:Visual Perception / Q000502:physiology