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.
|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||European Conference of the Association for Consumer Research|
|Period||4/07/13 → 7/07/13|