A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived:
A)expertise.
B)attractiveness.
C)trustworthiness.
D)similarity.
E)likability.

Question

Quizplus · Accepted Answer

Ohanian's study concluded that the characteristic which significantly influenced consumers' intentions to purchase a product endorsed by a celebrity is their perceived expertise. This means that consumers believed that the celebrity endorser had credibility and knowledge in the product they were endorsing, making consumers more likely to trust and purchase that product.

A Study Conducted by Roobina Ohanian About Consumers' Perceptions of Celebrity