The Role of Self in Evaluation of Advertisements With Highly Attractive Models

Rajani Ganesh Pillai, University of Central Florida
Yun-Oh Whang, University of Central Florida
Judy Harris, University of Central Florida

The Role of Self in Evaluation of Advertisements with Highly Attractive Models

Rajani Ganesh Pillai, University of Central Florida

Yun-Oh Whang, University of Central Florida

Judy Harris, University of Central Florida

 

 

 

Past research on the negative effects of using highly attractive sources in advertisements suggests that this could be because of social comparison, feelings of inadequacy, and/or jealousy. The present study extends this research by suggesting that the perceived discrepancy between the consumer and the source has an impact as well. The results of this study indicate that the use of highly attractive sources in advertisements can lead to a gap between perceived image of the self and that of the source, and that greater gaps motivate consumers to scrutinize and process the ad claims more closely. It is also found that the magnitude of the gap inversely influences the attitudes toward the ad and the brand.
[ to cite ]:
Rajani Ganesh Pillai, Yun-Oh Whang, and Judy Harris (2006) ,"The Role of Self in Evaluation of Advertisements With Highly Attractive Models", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 306-308.