Author Question: A marketing study found that respondents believed that a dark-haired model would be more effective ... (Read 109 times)

yoooooman · **on:** Jun 4, 2019

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?
◦ The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
◦ The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.
◦ Celebrities should be attractive, but not too attractive.
◦ The celebrity's image should match that of the product and should embody cultural meaning.

ashely1112 · **Reply #1 on:** Jun 4, 2019

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