Advertising Functional Foods: The Effects of Physical Body Size and Appeal Type on Ad Credibility and Purchase Intentions

摘要

When advertising functional foods, whether these are in solid or liquid form, marketers can choose different appeal types in combination with different endorser characteristics. In this research study, the authors examine how the credibility of such an ad and purchase intentions for the advertised product are influenced by the physical body size of the endorser and the appeal type used. Based on a 2x2 full factorial design, they find that in an ad for an energy drink, endorser body size has an effecton both of these dependent variables, while no differences are found between a functional and an emotional appeal.