Abstract
This exploratory study aims to examine female’s perception of TV models attractiveness and its effect on advertising likability. A mixed-method was adopted to collect data from 140 respondents in Eastern Europe. The results suggest that the normally attractive models generated a greater degree of positive effect, which have improved advertising likability.
| Original language | English |
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| Number of pages | 1 |
| Publication status | Published - 2013 |
| Event | European Conference of the Association for Consumer Research - Barcelona, Spain Duration: 4 Jul 2013 → 7 Jul 2013 |
Conference
| Conference | European Conference of the Association for Consumer Research |
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| Country/Territory | Spain |
| City | Barcelona |
| Period | 4/07/13 → 7/07/13 |