本篇研究有兩個主要的目的，一為檢驗代言人的外在吸引力對於廣告溝通效果的影響；另一為在不同的產品設入情境下，代言人的外在吸引力對於廣告溝通效果的影響。本研究代言人主要以素人(typical consumer)為主，且廣告的溝通效果分別為品牌回想、品牌態度以及購買意願。
本研究採用實驗設計法中的「受測者間因子實驗設計法」(between-subjects experimental design)，基於研究中的實驗操作變數有兩個，包含外在吸引力的程度以及產品的涉入程度，採用2x2的實驗因子。本研究之問卷使用兩種不同的廣告，一為高度吸引力的代言人搭配泡麵；另一為低度吸引力的代言人搭配泡麵。有效問卷總共215筆，並且使用t-test及two way ANOVA檢測本研究的假設。
研究結果指出，消費者對於廣告中使用高度外在吸引力的代言人會產生較高的品牌回想、品牌態度以及購買意願；另一項結果也指出，不管消費者對於產品的涉入情境是高或是低，代言人的外在吸引力對於廣告溝通效果沒有顯著的影響。
本篇研究的貢獻在於，對於使用素人代言的廠商，可以考慮使用外在吸引力較高的代言人，會使消費者產生較高的品牌回想、品牌態度及購買意願；另外，我們也可以發現，當消費者對產品有既定的態度十時，使用高度外在吸引力的代言人對於消費者的產品決策是沒有差異的。

There are two purposes of this study. First, is to examine the impact of an endorser’s physical attractiveness on communication effect. Second is to examine the impact of an endorser’s physical attractiveness on communication effect under the different scenario of product involvement. The endorsers we’re based on the typical consumers. Also, communication includes brand recall, brand attitudes, and purchase intentions. In this study, we use 2x2 between-subjects experimental design. We designed two versions advertising with the product being endorsed as instant noodles. One being a highly attractiveness endorser promoting instant noodles, the other is an average looking endorser promoting instant noodles. There are 215 usable questionnaires and we use t-test and two-way ANOVA to examine our hypothesis.
The results indicate consumers will have increased brand recall, enhanced brand attitude, and purchase intentions, when an attractive endorser appears in the advertising. Furthermore, no matter under high product involvement, or low product involvement, there is no significant influence on brand recall, brand attitude and purchase intention when employing highly or averagely attractiveness endorsers.
The contribution of this study, firstly, when using an attractive typical endorser, it generates more brand recall, brand attitude, and purchase intention. Secondly, we can observe that if consumers have their own attitudes on the product, it’s difficult to change their decision making process when using the attractive endorsers.

Baker, M., & Churchill Jr, G. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 538-555.
Barry, T. E. (2002). In defense of the hierarchy of effects: A rejoinder to Weilbacher. Journal of Advertising Research, 42(3), 44-47.
Biswas, D., Biswas, A., & Das, N. (2006). The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions. The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation. Journal of Advertising, 35(2), 17-31.
Bower, A., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising. Journal of Advertising, 30(1), 1-12.
Caballero, M., Lumpkin, J., & Madden, C. (1989). Using physical attractiveness as an advertising tool: An empirical test of the attraction phenomenon. Journal of Advertising Research.
Cacioppo, J. T., & Petty, R. (1981). Attitudes and persuasion: Classic and contemporary approaches. Brows, Dubuque.
Chao, P., Wuhrer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. ADVERTISING, 24(2), 173-192.
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers¡¦ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213.
Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24(3), 285-290.

Eagly, A., Ashmore, R., Makhijani, M., & Longo, L. (1991). What is beautiful is good, but¡K: A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110(1), 109.
Erdogan, Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement errors, Journal of Marketing Research (Vol. 18, pp. 39-50).
Freiden, J. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.
Friedman, H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, 19(5), 63-71.
Gardner, M. P., Mitchell, A. A., & Russo, J. E. (1985). Low involvement strategies for processing advertisements. Journal of Advertising, 14(2), 4-56.
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-characters: Creating character trust and positive brand attitudes. Journal of Advertising, 33(2), 25-36.
Kahle, L., & Homer, P. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4), 954-961.
Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of Advertising Research.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349.
Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109-116.
Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. [Article]. Journal of Marketing, 25(6), 59-62.
Liu, M., Huang, Y., & Minghua, J. (2007). Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24(6), 358-365.
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in Consumer Research, 10(1), 532-539.
Laurent, G., & Kapferer, J.-N. (1985). Measuring Consumer Involvment Profiles. Jourmal of Marketing Research, 22(1), pp.33-51
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Motavalli, J. (1988). Advertising blunders of the rich and famous. Adweek¡¦s
marketing week.
Ohanian, R. (1991). The impact of celebrity spokespersons¡¦ perceived image on consumers¡¦ intention to purchase. Journal of Advertising Research, 31(1), 46-54.
Palda, K. (1966). The hypothesis of a hierarchy of effects: A partial evaluation. Journal of Marketing Research, 3(1), 13-24.
Peterson, R. A., Hoyer, W. D., & Wilson, W. R. (1986). Reflections on the role of affect in consumer behavior. The Role of Affect in Consumer Behavior: Emerging Theories and Applications, Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson, eds. Lexington, MA: Lexington Books, 141, 159.
Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of Marketing Science, 17(3), 217.
Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10), 1915.
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
Phelps, J., & Thorson, E. (1991). Brand familiarity and product involvement effects on the attitude toward an ad-brand attitude relationship. Advances in Consumer Research, 18(1), 202-209.
Richins, M. (1991). Social comparison and the idealized images of advertising. Journal of Consumer Research, 18(1), 71-83.
Rhine, R. J., & Severance, L. J. (1970). Ego-involvement, discrepancy, source credibility, and attitude change. Journal of Personality and Social Psychology, 16(2), 175.
Saleem, M. F. (2007). Effect of Single Celebrity and Multiple Celebrity Endorsement on Low Involvement and High Involvement Product Advertisements. Editor-In-Chief, 5(3), 125.
Sandage, C., Fryburger, V., & Rotzoll, K. (1963). Advertising Theory and Practice, Homewood, Ill.: Richard D. Irwin: Inc.
Toncar, M., Reid, J. S., & Anderson, C. E. (2007). Effective spokespersons in a public service announcement: National celebrities, local celebrities and victims. Journal of Communication Management, 11(3), 258-275.
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising, 21(3), 51-56.
Wang, A. (2005). The effects of expert and consumer endorsements on audience response. Journal of Advertising Research, 45(04), 402-412.
Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology and Marketing, 17(9), 761-782.
Yoo, C. Y., Kim, K., & Stout, P. A. (2004). Assessing the effects of animation in online banner advertising: Hierarchy of effects model. Journal of Interactive Advertising, 4(2), 49-60.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 59-70.