This new reaction page utilized a 7 part semantic differential scale so you’re able to assess: (1) affective, cognitive, and you will conative attitudinal negative effects of for each post condition, (2) perceptions of the communicator’s sexiness, real attractiveness, trustworthiness, honesty, intelligence, and you can assistance, and (3) perceptions out of relative price of the merchandise
Framework. The shape are a 2 X 2 factorial which have a couple of independent variables: communicator’s looks (horny and you will low-sexy) and respondent’s intercourse (person). Respondents was randomly assigned to one of the a couple of experimental criteria, dealing with getting equivalent phone brands. This new communicator is a woman having experience due to the fact a design from inside the ads. This lady images had been out-of a modeling service compound, hence led to a professional and you will regular advertising search–enhancing the credibility of your own advertising mock-ups. To manage for inter-people variations out of bodily characteristics the same individual was applied in one another communicator looks criteria.
Studies out of difference (Table step 1) displayed solid chief consequences to the sexiness standards, the latest intercourse of your own receivers, and telecommunications outcomes
Manipulation of appearance reputation try accomplished by usage of a couple of black-and-light photographs (2 dos ” X cuatro”). The two conditions off physical appearance was in fact determined by a Delphi method where no less than six acting company and you may adverts positives discussed per photographs because often aroused or low-sexy. To decide in case the physical appearance manipulation within analysis was successful a manipulation examine was provided on effect mode. (more…)