Parenting Motivations, Source Attractiveness, and Advertising Evaluations

The authors propose that individuals with parenting motive will have lower attitudes for ads featuring attractive sources. This effect is based on inferences individuals make about parental competence of attractive sources. Furthermore, this effect was reversed when attractive source possessed expertise in childcare and when product promoted parent-child bonding.



Citation:

Jonathan Hasford and Aysu Senyuz (2019) ,"Parenting Motivations, Source Attractiveness, and Advertising Evaluations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 619-620.

Authors

Jonathan Hasford, University of Central Florida, USA
Aysu Senyuz, University of Central Florida, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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