The Relative Importance of Appearance and Language in Consumers’ Evaluations of Multicultural Models in Television Commercials

Authors

Neleen S. Leslie-Piper, Notre Dame College of OhioFollow

Document Type

Conference Proceeding

Publication Date

Spring 2023

Abstract

ABSTRACT

This study aims to expand the literature on source effects by examining the relative importance of appearance and language in consumers’ evaluations of multicultural models in televisions commercials. Specifically, using accommodation theory as a framework, the study explores how multicultural models affect customers’ perceptions of the source’s credibility, attractiveness as well as overall attitudes toward the commercial, the brand and intent to purchase.

Recommended Citation

Leslie-Piper, N. S. (2023). The relative importance of appearance and language in consumers’ evaluations of multicultural models in television commercials. Association of Marketing Theory and Practice Proceedings 2023. 13. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/13