The effect of physical attractiveness of models on advertising effectiveness for male and female adolescents |
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| Authors: | Tsai Chia-Ching Chang Chih-Hsiang |
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| Institution: | Department of Business Administration, I-Shou University, No. 1, Section 1, Hsueh-Cheng Rd., Ta-Hsu Hsiang, Kaohsiung County, Taiwan 840, ROC. cctsai@mail.isu.edu.tw |
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| Abstract: | This study investigates the effect of advertising with physically attractive models on male and female adolescents. The findings suggest that highly attractive models are less effective than those who are normally attractive. Implications of social comparison are discussed. |
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