Journal of the Academy of Marketing Science

, Volume 17, Issue 3, pp 217–225 | Cite as

An empirical analysis of spokesperson characteristics on advertisement and product evaluations

  • Susan M. Petroshius
  • Kenneth E. Crocker


This article reports the results of an experimental investigation of the influence of a communicator’s characteristics on respondent’s evaluation of an advertisement when the communicator is in the role of a spokesperson. Specifically, the author assesses the impact of the physical attractiveness, sex and race of a spokesperson, the sex of the respondent and product advertised on respondent’s attitude toward the advertisement, and respondent’s perceptions of the advertised product.

The results presented indicate that the effectiveness of the factors mentioned are dependent on the specific objective of the communication. A main effect of physical attractiveness was noted on a subject’s attitude toward the advertisement, on perceptions of product quality and intent to purchase. The sex of the communicator impacted on a subject's perception of product quality and interacted with the race of the communicator to effect the intent to purchase variable. Race was shown to effect the subject’s perception of product quality. A main effect of the sex of the subject was noted for the cognition variable.


Black Communicator Physical Attractiveness American Market Association Advertising Research White Communicator 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1989

Authors and Affiliations

  • Susan M. Petroshius
    • 1
  • Kenneth E. Crocker
    • 1
  1. 1.Bowling Green State UniversityBowling GreenUSA

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