An experimental study was conducted to determine the impact of expertise and attractiveness on perceived appropriateness of the endorser with a women’s tennis event and, subsequently, attitudes towards the event and intentions to purchase tickets. The sample was comprised of 184 undergraduate students at three U.S. universities. Hypotheses were tested through observed path analysis and results indicated both attractiveness and expertise were significantly related to the endorser’s appropriateness and explained 24% of the variance. However, there was a significant interaction; in the lower expertise condition, the more attractive athlete was rated as a more appropriate endorser. Further, endorser appropriateness led to more positive attitudes and intentions to purchase tickets, and the model explained 13 and 48% of the variance in these variables respectively.
Sex Roles – Springer Journals
Published: Oct 26, 2007
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