ผลของประเภทความสวยงามของนางแบบในโฆษณาและประเภทสินค้าต่อการตอบสนองของผู้บริโภค
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Published:
Oct 24, 2018
Keywords:
Model's beauty types Product types Consumer responses Experimental research
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Abstract
The purposes of this 3x2 factorial-designed experimental research were to examine: (1) main effects of model's beauty types (Classic/Feminine, Sensual/Exotic and Trendy) and product types (Enhancing product and utilitarian product) on consumer responses and (2) interaction effects of model's beauty types in advertising and product types on consumer responses. The experiment was conducted with 208 female students. The findings showed that model's beauty types in advertising had no significant main effects on consumer responses. Similarly, product types had also no significant main effects on consumer responses. Moreover, these two factors showed no significant interaction effect on consumer responses.
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References
กมลชนก ไตติลานนท์. (2541). การเปรียบเทียบทัศนคติของผู้บริโภคต่อการนำบุคคลมีชื่อเสียง และบุคคลธรรมดาเป็นผู้แสดงนำในภาพยนตร์โฆษณา. โครงการพิเศษปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
คริสตีน่า ดีลอส ซันโตส. (2546). ผลของแหล่งสารในการโฆษณาต่อพฤติกรรมผู้บริโภค.วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ศรินธร ซอหะซัน. (2545). ความน่าดึงดูดใจของนางแบบ และสินค้าเกี่ยวกับความงามที่มีผลต่อความน่าเชื่อถือของนางแบบและความตั้งใจซื้อสินค้า. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
Ajzen, I., & Fishbein, M. (1975). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles. NY: Palgrave Macmillan.
Armstrong, G., Kotler, P., & Da Silva, G. (2006). Marketing: An introduction (an Asian Perspective). Singapore: Pearson.
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin Company.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorser. Journal of Advertising Research, 23(1), 57-61.
Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models onadvertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective (9th ed.). New York: McGraw-Hill/Irwin.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006) Consumer behavior (10th ed.). Mason, OH: Thomson South-Western.
Bower, A. B., & Landreth, S. L. (2001). Is beauty best?Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 431-437.
Englis, B. G., Solomon, M. R., & Ashmore, R. D. (1994). Beauty before the eyed of the beholders: The cultural encoding of beauty types in magazine advertising and music television. Journal of Advertising, 23(2), 49-64.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Goldsmith, R. E., Lafferty, B. A., Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Goodman, J. R., Morris, J. D., & Sutherland, J. C. (2008). Is beauty a joy forever? Young women’s emotional responses to varying types of beautiful advertising models. Journalism & Mass Communication Quarterly, 85(2), 147-168.
Hirschman, E. C., & Holbrook, M.B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 42(3), 92-101.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3),404-420.
Hovland, I. C., Janis, I. L., & Kelly, H. H. (1953).Communication and persuasions: Psychological studies of opinion change. New Haven, CT: Yale University.
Hoyer, W. D., &MacInnis, D. J. (2001). Consumer behavior (2nd ed.). Boston, MA: Houghton Mifflin.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kamins, A. (1990). An investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty maybe only skin deep. Journal of Advertising, 19(1), 4-13.
Kardes, F. R. (2002). Consumer behavior and managerial decision making (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements ofadvertising effectiveness. Journal of Marketing, 25(4), 59-62.
Lutz, R.J. (1991). The role of attitude theory in marketing. In H. H. Kassarijian & T. S. Robertson (Eds.), Perspectives in consumer behavior (4th ed., pp. 317-339). Englewood Cliffs, NJ: Prentice Hall.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations, Journal of Marketing Research, 2(23), 130-143.
Mahony, O. S., & Meenaghan, T. (1997-1998). The impact of celebrity endorsements on consumers. Irish Marketing-Dublin, 10(2), 15-24.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Morris, J. D. (1995). Observations: SAM: The self-assessment manikin: An efficient cross-culturalmeasurement of emotional response. Journal of Advertising Research,35(8), 63-68.
Morris, C. G., & Maisto, A. A. (1999). Psychology: An introduction (10th ed.). Upper Saddle River,NJ: Prentice Hall.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
O’Shaughnessy, J., & O’Shaughnessy, N. J.(2004). Persuasion in advertising. London: Routledge
Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy (8thed.). New York, NY: McGraw-Hill.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes toadvertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Richins, M. L. (1991). Social comparison and the idealized images of advertising. Journal of Consumer Research, 18(1), 71-83.
Rossiter, J. R., & Percy, L. (1980). Attitude change through visual imagery in advertising.Journal of Advertising, 9(2), 10-16.
Russell, J.A., & Mehrabian, A. (1977). Evidence for a three-factor theory of emotions. Journal of Research in Personality, 11, 273-294.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10thed.). Upper Saddle River, NJ: Pearson.
Shimp, T. A. (2010). Integrated marketing communication in advertising and promotion (8th ed.). Mason, OH: South-Western/Cengage Learning.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (9thed.). Upper Saddle River, NJ: Prentice Hall.
Solomon, M. R., Ashmore, R. D., & Longo, L. C. (1992). The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising. Journal of Advertising, 21(4), 23-34.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
Vakratsas, D.,& Ambler, T. (1999). How advertising works: What do we really know?Journal of Marketing, 63(1),26-43.
Vaughn, R. (1980). How advertising works: A planning model. Journal of Consumer Research, 11(1), 27-33.
Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisement. Journal of Advertising, 19(2), 40-48.
คริสตีน่า ดีลอส ซันโตส. (2546). ผลของแหล่งสารในการโฆษณาต่อพฤติกรรมผู้บริโภค.วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
ศรินธร ซอหะซัน. (2545). ความน่าดึงดูดใจของนางแบบ และสินค้าเกี่ยวกับความงามที่มีผลต่อความน่าเชื่อถือของนางแบบและความตั้งใจซื้อสินค้า. วิทยานิพนธ์ปริญญามหาบัณฑิต สาขาวิชาการโฆษณา จุฬาลงกรณ์มหาวิทยาลัย.
Ajzen, I., & Fishbein, M. (1975). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Armstrong, J. S. (2010). Persuasive advertising: Evidence-based principles. NY: Palgrave Macmillan.
Armstrong, G., Kotler, P., & Da Silva, G. (2006). Marketing: An introduction (an Asian Perspective). Singapore: Pearson.
Assael, H. (2004). Consumer behavior: A strategic approach. Boston, MA: Houghton Mifflin Company.
Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorser. Journal of Advertising Research, 23(1), 57-61.
Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models onadvertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective (9th ed.). New York: McGraw-Hill/Irwin.
Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006) Consumer behavior (10th ed.). Mason, OH: Thomson South-Western.
Bower, A. B., & Landreth, S. L. (2001). Is beauty best?Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 431-437.
Englis, B. G., Solomon, M. R., & Ashmore, R. D. (1994). Beauty before the eyed of the beholders: The cultural encoding of beauty types in magazine advertising and music television. Journal of Advertising, 23(2), 49-64.
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Goldsmith, R. E., Lafferty, B. A., Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Goodman, J. R., Morris, J. D., & Sutherland, J. C. (2008). Is beauty a joy forever? Young women’s emotional responses to varying types of beautiful advertising models. Journalism & Mass Communication Quarterly, 85(2), 147-168.
Hirschman, E. C., & Holbrook, M.B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 42(3), 92-101.
Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3),404-420.
Hovland, I. C., Janis, I. L., & Kelly, H. H. (1953).Communication and persuasions: Psychological studies of opinion change. New Haven, CT: Yale University.
Hoyer, W. D., &MacInnis, D. J. (2001). Consumer behavior (2nd ed.). Boston, MA: Houghton Mifflin.
Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kamins, A. (1990). An investigation into the ‘match-up’ hypothesis in celebrity advertising: When beauty maybe only skin deep. Journal of Advertising, 19(1), 4-13.
Kardes, F. R. (2002). Consumer behavior and managerial decision making (2nd ed.). Upper Saddle River, NJ: Prentice Hall.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements ofadvertising effectiveness. Journal of Marketing, 25(4), 59-62.
Lutz, R.J. (1991). The role of attitude theory in marketing. In H. H. Kassarijian & T. S. Robertson (Eds.), Perspectives in consumer behavior (4th ed., pp. 317-339). Englewood Cliffs, NJ: Prentice Hall.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations, Journal of Marketing Research, 2(23), 130-143.
Mahony, O. S., & Meenaghan, T. (1997-1998). The impact of celebrity endorsements on consumers. Irish Marketing-Dublin, 10(2), 15-24.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Morris, J. D. (1995). Observations: SAM: The self-assessment manikin: An efficient cross-culturalmeasurement of emotional response. Journal of Advertising Research,35(8), 63-68.
Morris, C. G., & Maisto, A. A. (1999). Psychology: An introduction (10th ed.). Upper Saddle River,NJ: Prentice Hall.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
O’Shaughnessy, J., & O’Shaughnessy, N. J.(2004). Persuasion in advertising. London: Routledge
Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy (8thed.). New York, NY: McGraw-Hill.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes toadvertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Richins, M. L. (1991). Social comparison and the idealized images of advertising. Journal of Consumer Research, 18(1), 71-83.
Rossiter, J. R., & Percy, L. (1980). Attitude change through visual imagery in advertising.Journal of Advertising, 9(2), 10-16.
Russell, J.A., & Mehrabian, A. (1977). Evidence for a three-factor theory of emotions. Journal of Research in Personality, 11, 273-294.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10thed.). Upper Saddle River, NJ: Pearson.
Shimp, T. A. (2010). Integrated marketing communication in advertising and promotion (8th ed.). Mason, OH: South-Western/Cengage Learning.
Solomon, M. R. (2011). Consumer behavior: Buying, having, and being (9thed.). Upper Saddle River, NJ: Prentice Hall.
Solomon, M. R., Ashmore, R. D., & Longo, L. C. (1992). The beauty match-up hypothesis: Congruence between types of beauty and product images in advertising. Journal of Advertising, 21(4), 23-34.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
Vakratsas, D.,& Ambler, T. (1999). How advertising works: What do we really know?Journal of Marketing, 63(1),26-43.
Vaughn, R. (1980). How advertising works: A planning model. Journal of Consumer Research, 11(1), 27-33.
Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisement. Journal of Advertising, 19(2), 40-48.