Expertise and attractiveness in advertisements: what entices you to buy a product?
This experiment examined the effects of attractive, expert, and neutral endorsers in advertisements, and how viewers reacted towards the product in the advertisements. Seventy-five participants were randomly assigned to one of three conditions, an attractive, expert, and neutral endorser. It was hypothesized that participants, viewing an attractive, expert, and neutral source that they would be more likely to have more positive attitudes toward the product advertised by the expert than by the attractive or neutral source and the participants would be more likely to try and purchase the product, if endorsed by the expert source. Results show that participants did not want to try or buy the product as much if endorsed by the expert but there were some more positive attitudes towards the expert endorser.