Question

A clothing manufacturer would like to determine whether celebrity endorsements influence a customer's decision to buy its products. in order to estimate this potential influence, the manufacturer premieres its latest series of commercials privately to two separate groups of potential buyers. one group will see a series of commercials without celebrities, and one group will view a series of commercials with celebrities. the potential buyers are further divided by gender to determine if the customer's decision to purchase the manufacturer's products depends on gender as well. what are the factors of interest to the manufacturer?

A.Influence of celebrity endorsements on purchasing decisions.
B.Influence of gender on purchasing decisions.
C.Comparison of commercials with celebrities versus commercials without celebrities.
D.Identification of any interaction effects between celebrity endorsements and gender on purchasing decisions.

Answer 1

The manufacturer is interested in the effect of celebrity endorsements on purchases, how gender may influence this, and any interaction effects between celebrity endorsements and gender.

Step-by-step explanation:

The clothing manufacturer is interested in analyzing the influence of celebrity endorsements on purchasing decisions. Specifically, they're investigating whether the presence of celebrities in commercials affects consumer behavior, and if this is further influenced by the gender of the potential buyer. When assessing the impact on purchasing decisions, there are several factors to consider: the celebrity's credibility and attractiveness (which can make them more persuasive), the nature and intensity of the persuasion, and ethical considerations such as the disclosure of paid relationships. Additionally, the manufacturer aims to evaluate if there's an interaction effect where the influence of celebrity endorsements might vary between different genders, adding a layer of complexity to their analysis. Results from such studies are crucial as brand ambassadorships and celebrity influence are significant in shaping consumer preferences, affects demand, and ultimately drive sales.