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Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective
Lynn R. Kahle and Pamela M. Homer
Journal of Consumer Research
Vol. 11, No. 4 (Mar., 1985), pp. 954-961
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489220
Page Count: 8
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Three factors were manipulated in an advertisement for disposable razors: celebrity-source physical attractiveness, celebrity-source likability, and participant product involvement. Attitudes and purchase intentions changed due to celebrity-source attractiveness, and the results were interpreted as supporting social adaptation theory.
Journal of Consumer Research © 1985 Oxford University Press