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The Relative Importance Of Appearance And Language In Consumers’ Evaluations Of Multicultural Models In Television Commercials, Neleen S. Leslie-Piper
The Relative Importance Of Appearance And Language In Consumers’ Evaluations Of Multicultural Models In Television Commercials, Neleen S. Leslie-Piper
Association of Marketing Theory and Practice Proceedings 2023
ABSTRACT
This study aims to expand the literature on source effects by examining the relative importance of appearance and language in consumers’ evaluations of multicultural models in televisions commercials. Specifically, using accommodation theory as a framework, the study explores how multicultural models affect customers’ perceptions of the source’s credibility, attractiveness as well as overall attitudes toward the commercial, the brand and intent to purchase.