Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective

1 March 1985

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 11 (4) , 954-961
https://doi.org/10.1086/209029

Abstract

Three factors were manipulated in an advertisement for disposable razors: celebrity-source physical attractiveness, celebrity-source likability, and participant product involvement. Attitudes and purchase intentions changed due to celebrity-source attractiveness, and the results were interpreted as supporting social adaptation theory.

Keywords

ATTRACTIVENESS
CELEBRITY ENDORSER
ADAPTATION THEORY
DISPOSABLE RAZORS
SOURCE PHYSICAL
ADAPTATION PERSPECTIVE
SOURCE LIKABILITY
SUPPORTING SOCIAL

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