Question

Matching endorsers elicits more favourable attitudes and stronger behavioural intentions?

1) Male endorsers elicit more favourable outcomes than females
2) Implicit endorsements are more favourable than explicit ones
3) Actors elicit more favourable outcomes than musicians, tv hosts and models
4) Endorsements of unfamiliar products is better than familiar ones
5) Celebrity endorsements are less favourable than quality seals, awards and endorser brands

Answer 1

The impact of matching endorsers, credibility, attractiveness, and fame on attitudes and behavioral intentions in endorsements is discussed in this answer.

Step-by-step explanation:

The question explores the impact of different factors on the efficacy of endorsements in influencing attitudes and behavioral intentions. Research suggests that matching endorsers, credible and attractive speakers, and famous actors and athletes can elicit more favorable attitudes and stronger behavioral intentions. However, the effects may vary depending on factors such as gender, implicit vs explicit endorsements, and familiarity of the product or brand. It is also noted that celebrity endorsements may be less favorable compared to quality seals, awards, and endorser brands.