Beardedness in Advertising

1229 Words Jan 31st, 2018 5 Pages
Peluso, and Valentina Moffa (2011) Guido, Peluso, and Moffa (2011) suggested that endorsers depicted in ads with facial hair in relation with a certain brand name product would be judge as more credible by consumers, but only if the qualities brought out of the endorsers by their facial hair agree with the qualities associated with the product being depicted. Further, Guido et al., suggested consumers could be influence to purchase the product being advertised as a result of the endorsers’ perceive credibility. Guido et al., created and presented full size advertisement that included a photograph of an endorser with either facial hair or no facial hair along with a photograph of a brand name product (e.g., Intimissimi underwear (assess on qualities of beauty), Mentadent toothpaste (judge on ability to solve a particular problem), or Nokia mobile phone (rate on both quality and lifespan). Guido et al., found that gender did not play a role in how consumers judge an endorsers’ perceive credibility or in their intention to purchase the product. Guido et al., found that endorsers depicted with facial hair in the advertisements were seen as more credible than endorsers shown with no facial hair, but only when either the brand name product Mentadent or Nokia mobile were included in the advertisement. Guido et al., found that this was not the case for…
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