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Source Attractiveness in Advertising by choo kai is a document available to read on EtoBox.

What is Source Attractiveness in Advertising about?

The document discusses source credibility and source attractiveness theory in celebrity endorsements. Source credibility theory analyzes celebrity advertisements and endorsements, with credibility and attractiveness affecting persuasiveness. The source attractiveness model links similarity, familiarity and affection with message validity. Additionally, matching hypotheses state that consistency between source and recipient positively impacts effectiveness. Empirical research has found mixed support for the

Author

choo kai

Language

EN