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An Empirical Analysis of Spokesperson Characteristics on Advertisement and Product Evaluations

Bowling Green State University

Kenneth E. Crocker

Bowling Green State University

This article reports the results of an experimental inves tigation of the influence of a communicator's characteristics on respondent's evaluation of an advertisement when the communicator is in the role of a spokesperson. Specifically, the author assesses the impact of the physical attractiveness, sex and race of a spokesperson, the sex of the respondent and product advertised on respondent's attitude toward the ad vertisement, and respondent's perceptions of the advertised product.

The results presented indicate that the effectiveness of the factors mentioned are dependent on the specific objective of the communication. A main effect of physical attractiveness was noted on a subject's attitude toward the advertisement, on perceptions of product quality and intent to purchase. The sex of the communicator impacted on a subject's perception of product quality and interacted with the race of the com municator to effect the intent to purchase variable. Race was shown to effect the subject's perception of product quality. A main effect of the sex of the subject was noted for the cogni tion variable.

Journal of the Academy of Marketing Science, Vol. 17, No. 3, 217-225 (1989)
DOI: 10.1177/009207038901700303


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