Imagine you spend an afternoon watching television and notice that all of the commercials have one common theme: an attractive athlete or actor endorsing a product.Why do advertisers hire attractive people to endorse their products?

Question

Quizplus · Accepted Answer

Research suggests that attractive endorsers can increase the persuasiveness of a message through the peripheral route, which relies on superficial aspects such as likability and trustworthiness. As attractive people are generally perceived as more likable and credible, their endorsement can positively influence consumer attitudes towards a product. However, it is important to note that the effectiveness of celebrity endorsements may also depend on factors such as the relevance of the endorser to the product and the match between the spokesperson's image and the brand's identity.

Imagine You Spend an Afternoon Watching Television and Notice That