AMTP Proceedings 2023
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.
Copyright
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DOI
10.20429/amtp.2023.13
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
