Baby-Faced Endorsers in Advertising: Effects of Credibility and Affect on Consumers' Purchase Intention

In advertising, facial appearance may sometimes influence the endorsers’ credibility and the affect elicited in consumers. This study assesses how endorsers showing either a baby-face or a mature-face influence consumers’ purchase intention. Results show, firstly, that the advertised product type influences the three endorsers’ credibility dimensions (i.e., attractiveness, expertise, and trustworthiness). Secondly, a baby-faced endorser elicits a higher positive affect than that elicited by a mature-faced one. Thirdly, endorsers’ credibility is a valid predictor of purchase intention. Finally, the positive affect elicited by baby-faced endorsers can have an effect on consumers’ purchase intention.



Citation:

Alessandro Peluso and Gianluigi Guido (2005) ,"Baby-Faced Endorsers in Advertising: Effects of Credibility and Affect on Consumers' Purchase Intention", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.

Authors

Alessandro Peluso, University of Lecce
Gianluigi Guido, University of Lecce



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

Read More

Featured

Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.