광고보증인의 유형과 성이 태도변용에 미치는 효과: 정보원의 공신력 및 제품관여도를 중심으로

The purpose of this research is to provide advertising practitioners with guidelines for testimonial advertising strategies. This research was performed to examine whether or not consumer attitudes generated by advertising would differ depending on (1) the type of endorser featured in the advertising, (2) the gender of the endorser, and (3) the product types in terms of product involvement. Data analyses demonstrated that, regardless of gender of the endorser, the expert endorser was more effective than the typical-consumer counterpart when the endorsement was for the high-involvement product. In contrast, the typical-consumer spokesperson was more effective than the expert counterpart when the endorsement was for the low-involvement product. In addition, endorser gender itself influenced perceived source credibility and Aad. However, endorser gender by subject gender interaction effects were not found on all dependant variables. Finally, the elicited higher source credibility resulted in favorable Aad, Ab, but not purchase intention except the high involvement context. The difference between this study and existing literature is that the experiment of this study was conducted concentrating on expert and/or typical consumer endorser rather than celebrity.