Effects of Model Attractiveness in Advertising and Product Types on Instagram on Consumer Responses
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Abstract
The purposes of this 3x2 factorial-designed, experimental research were to examine the main and interaction effects of model’s attractiveness types in advertising (cute, sensual and trendy) and attractiveness-relevant product types (enhancing products and problem-solving products) on consumer responses, which consisted of attitude toward the ad model, attitude toward the ad, attitude toward the brand, and purchase intention. The experiment was conducted with 180 female undergraduate students during April 2020. The finding showed that model’s attractiveness types in advertising had main effects on consumer’s attitude toward the ad model, attitude toward the ad and purchase intention. Meanwhile, attractiveness-relevant product types had main effects on consumer’s attitude toward the ad model, attitude toward the ad, and attitude toward the brand. Moreover, these two factors had interaction effects on consumer’s attitude toward the ad model and purchase intention.
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