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Creating a more positive product response for low social accepted beauty products: the influence of aspirational and dissociative celebrities on men’s product response

Kruse, L. (2012) Creating a more positive product response for low social accepted beauty products: the influence of aspirational and dissociative celebrities on men’s product response.

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Abstract:Purpose: This study examines whether the usage of an aspirational or a dissociative celebrity in advertisements will have a different influence on men’s product response for beauty products low, medium or high in social acceptance. Furthermore, this research elaborates whether different characteristics of men in terms of a low or high self-esteem will be of influence on this relationship. In addition, this research examines whether the depiction of a low ambiguous or a high ambiguous situation in the advertisement will have a different influence on men’s product response for products low or high in social acceptance. Design/methodology/approach and findings: An experimental study with data of 240 males (study 1) have been showed that purchase intentions are higher when an aspirational celebrity is used in the advertisement instead of a dissociative celebrity for beauty products low or medium in social acceptance. This effect is not found for beauty products which are highly social accepted. The usage of an aspirational or a dissociative celebrity in the advertisement for products low, medium or high in social acceptance seems not to have any influence on men’s attitude towards the advertisement. The results have also shown that the usage of an aspirational or a dissociative celebrity in the advertisement for products low, medium or high in social acceptance in combination with a low or high self-esteem seems not to have any influence on men’s product attitude. Further an experimental study with data from 80 males (study 2) has shown that the usage of a low ambiguous situation instead of a high ambiguous situation in the advertisement for products low or high in social acceptance, seems not to have any influence on men’s product response. Research implications: For increasing men’s purchase intentions for beauty products for men that are low or medium in social acceptance, it is important that an aspirational celebrity should be used in the advertisement. It appears that the usage of a dissociative celebrity group has negative consequences on the purchase intentions for low and medium socially accepted products. Furthermore, it seems that the influence of an aspirational or dissociative celebrity has greater influence on men’s purchase intentions than offering an unambiguous situation in the advertisement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/62302
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