An empirical analysis of spokesperson characteristics on advertisement and product evaluations

Article Abstract:

This article reports the results of an experimental investigation of the influence of a communicator's characteristics on respondent's evaluation of an advertisement when the communicator is in the role of a spokesperson. Specifically, the author assesses the impact of the physical attractiveness, sex and race of a spokesperson, the sex of the respondent and product advertised on respondent's attitude toward the advertisement, and respondent's perceptions of the advertised product. The results presented indicate that the effectiveness of the factors mentioned are dependent on the specific objective of the communication. A main effect of physical attractiveness was noted on a subject's attitude toward the advertisement, on perceptions of product quality and intent to purchase. The sex of the communicator impacted on a subject's perception of product quality and interacted with the race of the communicator to affect the intent to purchase variable. Race was shown to affect the subject's perception of product quality. A main effect of the sex of the subject was noted for the cognition variable. (Reprinted by permission of the publisher.)

Consumer behavior

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Predispositions and the comparative effectiveness of rational, emotional and discrepant appeals for both high involvement and low involvement products

Article Abstract:

Advertising effectiveness is often measured by its ability to impact attitudes and purchase intentions among those positively predisposed and negatively predisposed toward the brand. As a consequence, selecting the appropriate appeal is crucial. Information processing theory suggests that the choice should reflect both consumers' predispositions and their level of involvement. The espoused theories together with prior empirical evidence promoted six sets of hypotheses relating to the comparative effectiveness of rational, emotional, and discrepant appeals. The respective appeals were administered to positively predisposed and negatively predisposed subjects for both high involvement and low involvement products. A MANOVA analysis of the data from a 3 x 2 x 2 within-subjects experimental design revealed significant main effect differences in terms of both predisposition and type of appeal. (Reprinted by permission of the publisher.)

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Professionalism and attorney attitudes toward legal service advertising

Article Abstract:

There is not a completely inverse relation between the attitudes of lawyers, concerning the advertising of legal services, and the professional ethics of attorneys. Just for the professional dimension concerning self-regulation are lawyers discovered to be mostly against the advertising of legal services. Professional advertising does not have to be considered antithetical over the self-image of the legal professional or the delivery of legal services.

Legal services, Attorneys, Lawyers, Surveys, Legal ethics, Practice of law

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