보증인의 패션 스타일이 소비자 판단에 미치는 영향: 구조화 욕구와 기업 유형의 조절 효과

How will fashion style of a product endorser influence on consumers’ attitudes toward the endorser? Prior research suggested the red sneakers effect that a person might be perceived as having higher competence and status when he/she wear clothes which do not comply with social norms (Bellezza, Gino, & Keinan 2014). Based on this, we examine the role of consumers' need for structure in moderating the effects of an endorser's fashion style on consumer evaluations. We hypothesize that the congruence between the endorser's fashion style and the product significantly influences consumer attitudes. Across two experimental studies, we demonstrate that consumers with a high need for structure respond more positively to endorsers with conforming fashion styles, particularly when aligned with the type of enterprise. Additionally, the perceived fit between the endorser’s style and the brand mediates this effect. These findings contribute to the understanding of consumer behavior and offer practical insights for aligning endorser image with brand identity.