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Research on female consumer responses according to advertising model types of a senior apparel brand
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 Title & Authors
Research on female consumer responses according to advertising model types of a senior apparel brand
Lee, Eungsuk; Yoh, Eunah;
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 Abstract
Study objectives are: 1) to investigate the difference in consumer perceptions of the model`s image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model`s image and the consumer`s self image, the difference between the model`s image and the brand`s image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model`s images and physical attractiveness according to each model type. The consumer`s attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model`s image and the consumers` self-image, nor by the difference between the model`s image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model`s image fits well with their self-images or the brand`s image when building an attitude toward the advertising model, and this precedes the consumer`s attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.
 Keywords
senior;advertising model;advertisement;attitude;physical attractiveness;
 Language
Korean
 Cited by
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