Using the Body-Sphere Approach to Predict the Effectiveness of Similar and Attractive Models Shown in Advertisements

摘要

We introduce the concept of body spheres into research on advertising. We consider four human body spheres (inside one's body, outside one's body, on one's skin, and hybrid) and products that affect human well-being within these distinct spheres. We denote these types of products as inside-my-body products, outside-my-body products, on-my-skin products, and hybrid products. We test the hypothesis that models shown in advertisements who are similar to the recipient are effective in affecting responses to inside-my-body products, while attractive models are effective in affecting responses to on-my-skin products. Our results are consistent with this hypothesis.