Marketing Letters

, Volume 28, Issue 4, pp 509–522 | Cite as

What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising

  • Magdalena BekkEmail author
  • Matthias Spörrle
  • Franziska Völckner
  • Erika Spieß
  • Ralph Woschée


This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attractiveness similarity over and above the mere effect of endorser attractiveness. In addition, a consistent moderating effect of attractiveness similarity on the effect of endorser attractiveness emerges: attractiveness similarity buffers against the less positive effects of lower levels of endorser attractiveness (i.e., it compensates for lower levels of endorser attractiveness). Overall, these findings reveal attractiveness similarity as a new variable in endorser advertising, which has important managerial implications. Advertising campaigns employing averagely attractive endorsers should pay special attention to attractiveness similarity.


Advertising Endorsement Congruence Attractiveness Attractiveness similarity 


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Copyright information

© Springer Science+Business Media New York 2017

Authors and Affiliations

  • Magdalena Bekk
    • 1
    Email author
  • Matthias Spörrle
    • 2
  • Franziska Völckner
    • 1
  • Erika Spieß
    • 3
  • Ralph Woschée
    • 3
  1. 1.Department of Marketing and Brand ManagementUniversity of CologneCologneGermany
  2. 2.Private University Seeburg Castle (Privatuniversität Schloss Seeburg)Seekirchen am WallerseeAustria
  3. 3.Department of Psychology, Chair of Economic and Organizational PsychologyUniversity of Munich (LMU)MunichGermany

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