Do Low Self-Esteem Consumers Evaluate Products Advertised with Attractive Endorsers Highly or Lowly?

摘要

Previous research has suggested that low selfesteem consumers give lower rates to apparel products advertised with more attractive endorsers. However, in the real world, advertisers are engrossed in using attractive advertising endorsers to gain favorable consumer evaluation. Under what conditions do low selfesteem consumers evaluate a product favorably/unfavorably? Previous research focused only on body esteem. In contrast, we employ not only body esteem, but also status esteem to answer the question mentioned above.