Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

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Publisher
Springer Journals
Copyright
Copyright © 2007 by Springer Science+Business Media, LLC
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/s11199-007-9340-z
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Sex RolesSpringer Journals

Published: Oct 26, 2007

References

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