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e a source of valid assertions'. The literature investigating source credibility in settings involving persuasive communication generally indicates that a receiver's perception of the source's expertise positively influences source effectiveness (Ohanian 1990). Respondents' actions in response to the source's recommendations seem to vary directly with the source's perceived level of expertise and the target person's level of agreement with those recommendations. Subjects exposed to a source perceived as highly expert exhibit more agreement with the source's recommendation than did those exposed to a source with low expertise (Ohanian 1990). The level of perceived celebrity expertise should predict celebrity endorser effectiveness.

 

Celebrity Trustworthiness

Trustworthiness is the degree of confidence consumers place in a communicator's intent to convey the assertions s/he considers most valid (Ohanian 1990). Giffin (1967) describes favourable disposition, acceptance, psychological safety, and perceived supportive climate as favourable consequences of trust. Much of the literature supports the positive effect of trustworthiness on effectiveness (Chao et al. 2005). Miller and Baseheart (1969) found that a highly opinionated message from a highly trustworthy communicator produces an effective attitude change, while non-trusted communicators' impact proved immaterial. Perceived communicator trustworthiness has also been shown to produce a greater attitude change than perceived expertise (McGinnies & Ward 1980). The extant literature on celebrity endorsers suggests that trustworthiness is an important predictor of celebrity endorsement effectiveness.

 

Celebrity Attractiveness

Celebrity endorsement literature has indicated that attractiveness is an important indicator of effectiveness (Chao et al. 2005); however, the attractiveness construct is multi-dimensional in nature. Far from just encompassing aspects of physical attractiveness, which themselves are rather arbitrary, attractiveness also entails other characteristics such as personality and athletic ability (Erdogan 1999).

 

Some authors suggest that physically attractive celebrities are a predictor of advertising effectiveness (Till & Busler 2000). Certainly, physically attractive celebrities are generally viewed more favourably on various personality traits than their less attractive counterparts (Kahle & Homer 1985; Eagly et al. 1991). Joseph (1982) studied endorsers' attractiveness beyond the level of personality traits. Specifically, he examined the impact of endorser attractiveness on opinion change, product evaluation, and other measures of effectiveness. The study concluded that attractive endorsers have a more positive impact on the products they endorse than less attractive endorsers. Baker and Churchill (1977), however, found that while attractiveness was effective in increasing positive advertisement evaluations, it was not effective in producing stronger purchase intentions. Similarly, Caballero et al. (1989) observed that endorser attract本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。