A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

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The findings suggest that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired model would be if the dark-haired model was not perceived to be ethnic. This implies that the celebrity's image (in this case, the model) should match that of the product and embody cultural meaning. By selecting a dark-haired model, the company is likely attempting to align their product (gold jewelry) with cultural meanings associated with darker hair, which would appeal more to their target audience.

A Marketing Study Found That Respondents Believed That a Dark-Haired