| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 101 === This study aims to assess the impact of four different degrees of physical attractiveness(female endorser with high attractiveness/ female endorser with normal attractiveness/ male endorser with high attractiveness/ male endorser with normal attractiveness), sexual humor(sexual humor appeal/ sex appeal/ neutral appeal) and gender difference of audience(male/ female) on advertising effectiveness. A total of 473 respondents participated in this study. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study:(1) Female endorser with high attractiveness and male endorser with high attractiveness has higher advertising effectiveness than female endorser with normal attractiveness;(2) Male respondents have higher advertising effectiveness than female respondents;(3) Under sexual humor appeal, female endorser with high attractiveness has higher advertising than female endorser with normal attractiveness;(4) Under sex appeal, female endorser with high attractiveness has higher advertising than female endorser with normal attractiveness;(5) Under neutral appeal, male endorser with high attractiveness has higher advertising than female endorser with normal attractiveness.
|
|---|
