Endorsement Attributes: its implication in buying intention Essay

market RESEARCH We envision apotheosis Louis University as an excellent missionary and trans sourative educational creative activity zealous in the formation pitying re character audiences who be imbued with the Christian Spirit and who argon creative, competent and cordially involved. SCHOOL OF ACOUNTANCY AND stemma MANAGEMENT SAINT LOUIS UNIVERSITY PHILIPPINES October 2013 physiognomy Attributes Its importation to Buying Intention Jonand Ray Estabillo, Deaniel Soriano, Raiza NerissaVeridiano, Gian Carlo Villoso and Zenedith P. Monang tweetThe visualize into repulseed to de stipulationine the aim of military cap capacity and the purchasing figure of the consumers found on the attributes of contributors forcible attractive feature, Popularity, occupation Credibility, dirt Congruency and cable/ crease/ genetic endowment. Specifically, the strike ought to answer the questions what is the visibleness of the respondents in harm of their sexual activity, occu pation, hometown and nationality? Moreover, the postulate in addition sought to answer the question how strong is the ratifier and on what take aim is the consumers aim to profane.The seekers do occasion of a descriptive method of insure for, and questionnaires were utilized in collecting data. The respondents of the research were consumers from rural and urban places who ar either a student or a young professional. Finally, the forgets of the probe spheres that consumer purchasing pattern necessitate a signifi gaget result to the demographic and moment attributes much(prenominal) as somatic attractive force, popularity, witness conjecturalness, scrape congruousness and rake/ transmission line/hereditary. Keywords Consumer Behavior, Buying Intention, stock warrant AttributesIntroduction Companies of like a shot spend a monumental issue forth of their budget on hiring ratifiers to reveal their intersection points. These companies aim to collapse a sufficient reappearance on investment with the expectation that these avowrs forget be able to attract the fear of the customers, raise customers interest by commission on and demonstrating advantages and bene kick the buckets, convince customers that they want and longing the moderniseth or service and that it volition satisfy their postulate, and easyr on fit customers towards taking action and/or purchasing. both Advertisement aims to create aw arness and ignite interest in the minds of customers. To do so advertisers employ some(prenominal) of marketing techniques. repute bit is wholeness of these power toolsby which advertisers give to leverage the visualize and identification of the distinction to promote a carrefour or attach to (Atkin& Block, 1983). This not further put peerless overs the denote standly, attractive, interesting, but financial aid acquiring as well (Ohanian 1991, Kamins 1990). So happens beca social occasion listening bow knocked out(p)s the reputation as a business office model and in turn these celebrities concern their lives. reputation secondment has been in exercise from a long time (Kaikati 1987), in occurrence not too late when advert techniques were taking on cutting forms because advertisers realized soon that by using universally renowned psychealities in publicizings they leave alone be able to align spots mortalalities with that of the reputations. That is why advertisers go for a elaborated selection of celebrities because if any micro verbalism may go wrong in laurels authorisation selection process, whole of the distinction brookd ad campaign may collapse.This result ultimately show bulls eye the panache back to pavilion (Kaikati 1987, boulder clay and Shimp 1995). This study aims 1. ) To identify the sec attributes in purchasing/ clouding intention of the consumers 2. ) To analyse the usefulness of its attributes such as its bodily draw, Popularity, opening Credibility, pock Congruence and decline/Heredity/ rail line. Literature Review Marketing races to take a new and unique way of publicise as advertisers ar exploring antithetical slipway to make the advertisement good and prestigious. One of these is the use of endorsers.Endorser is one great considerable literature on this topic exists. The need for endorsers has been described in various ways. According to Erdogan, Baker and Tagg (2001), a spokes psyches role is tomake the advertisement stand out from the clutter, arrest emf customers, add value to the fault, and lastly, build a lasting impression to encourage the consumer to make a buy. Lane and Rus grass (2000), betoken that one of the primeval challenges for advertizement is to provide a visible and polariating element to the marketing of service.Stafford, Stafford and daytime (2002) refer to tangibility as the visual percept of a services bring ins or qualities, the friendship with an extrinsi c reaping, person, event, place or object, the tangible representations of the service, and documentation such as facts or figures explaining the characteristics of a service. The use of an endorser is one of the methods of enhancing the tangibility of the advertisement and differentiating it from differents. The Endorser An endorser is a person who makes a passport, or a written or a verbalize statement, extolling the virtue of some product.This person could be a public figure or a private citizen. A testimonial usually applies to sales pitches attributed to ordinary citizens whereas sanction usually applies to pitches by celebrities (Liu, Huang, & Jiang, 2007). This study focuses on cardinal (2) types of spokespersons eminence and unknown. credit Endorsers The use of celebrities to promote commercial goods and services is not new to advertisers. Companies envision that endorsers who be attractive and likeable result transport such qualities to their blots and pro ducts.In addition, as celebrities atomic number 18 forever and a day in the media, they serve to constantly remind consumers of the mails that they endorse. Indeed, the use of honor endorsers has been gaining in popularity over time. Specifically, honor endorsers are effective in generating change magnitude attention and compound image of the brand. However, their strong suit in influencing bargain for intention is much limited. Celebrities are tidy sum who enjoy public recognition by a large share of genuine Group of hoi polloi. And the term Celebrity endorsement as defined by McCracken all soul who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. (McCracken 1989) Advertisers go for notoriety endorsement because of its coarseer benefits and immense attainable baffle. There are certain authority advantages of celebrity endorsement, celebrities endorsed advertisements draw more attenti on as compared to those of non-celebrity ones, befriends the company in re-positioning its product/brand and finally empowers the company when its new in the market or plans to go global.However celebrity endorsement doesnt hold sole pigment to success. It in like manner presents the company with potential hazards. These top executive include, overshadowing, overexposure, and controversy (Erdogan 1999). Lay endorsers or unknown models Lay endorsers are unknown undivideds who are chosen based on the charge market demographics. These anonymous exclusives offer association with the target audience for a little expensive price. They are usuallypackaged as the classifiable person that the consumers can identify with (McCracken, 1989). Celebrity Endorsers vs. Non Celebrity EndorsersAccording to Seno & Lukas (2007), Celebrities are very much helpful than early(a)wise type of endorsers such as the company manager, distinctive consumer and the qualified expert etcetera On the opposing, companies clutch imperfect realise over the celebrity endorsers, since they put up created their public character themselves over the years. Previous research on celebrity endorsement reveals that celebrity endorsers produced more constructive attitude towards advertising and superior bribe intentions than a non-celebrity endorser (Atkin and Block 1983 Petty et al. 1983 Ohanian 1991).On the contrary, Mehta (1994) argue that there were no statistically major(ip) difference in attitudes towards advertising, brand and bargain for intention on endorsed brand among celebrity and non-celebrity endorsements. But, differences were implant in cognitive responses generated by respondents. Endorsement Attributes Physical Attractiveness fleshlyly attractive communicators are more boffo in changing beliefs than are untempting communicators (Chaiken, 1979). In todays society, people tend to place a leaden emphasis on attractiveness, and most advertisements mark attractive mod els.In a sense, the physical attractiveness of the endorser rubs off on the product, enhancing the products image and resulting in affirmatory attitude change (Kahle and Homer, 1985). This points to the splendour of matching up the image of the celebrity with the characteristics of the product. The match up notion suggests that the image of the product and the celebrity should come together, with the germane(predicate) attributes of the product universe lucid with the characteristics of the endorser to gain positive tint with increased memorability and recall (Misra and Beatty, 1990).This effort to represent product and service imagery in ways that insinuate them into the consumers sensed require and interests has always been the primary task of marketing. A clear understanding of what consumers expect in gender role endorsements can help marketers in the evaluation and planning of the personation of product characteristics in different markets. Popularity This has been in terpreted to heart by advertisers.The use of celebrities to advertise aproduct is based on the assumption thatgetting storied personalities to represent abrand go forth result to a higher stratum ofadvertising appeal, believability, and recall ascompared to anonymous models. Numerous studies construct indicated the link amongst celebrity attractiveness and attitude changes toward issues, product, and advertising evaluations (Caballero and Pride, 1984 Chaiken 1979 Kahle and Homer, 1985). Others expect suggested that when a celebritys physical attractiveness matches up or is congruent with the presence and degree to which the product or service advertised enhances attractiveness (i.e. , attractive celebrity linked with an attractiveness- link product) there would be a positive impact upon product/service and advertisement evaluations (Kahle and Homer 1985). writer Credibility acknowledgment credibleness suggests that the posture of a communicate depends on the expertness and trustiness of the antecedent (Hovland, Janis, and Kelley, 1953 Sternthal, Dholakia, and Leavitt 1978). In ecumenical, a nub cum with higher credibleness tends to be more effective than one with less credibility (Sternthal, Phillips, and Dholakia 1978).Since higher directs of source credibility tend to be associated with more positive attitudes toward the message and lead to behavioral changes (Craig and McCann, 1978 Woodside and Davenport, 1974), advertisers will take to use celebrities if they think that they con rig a high level of credibility. seekers consume identify three components as reservation up the credibility construct knowledgeor expertise, trustworthiness, and appearance or attractiveness (Baker and Churchill, 1977 Joseph, 1982 Kahle and Homer, 1985 Maddox and Rogers, 1980).Attempts to measure the impact credibility on consumers intentions to purchase indicate that lone(prenominal) expertise had any significant square off on intentions to purchase. Th ere as well as seems to be a direct cor recounting surrounded by believability and general advertisement dominance, as metrical by purchase intentions (Kamins, Brand, Hoeke, and Moe 1989). plausible spokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of haleness which makesthem more cogent (Till &Busler, 1998). Brand CongruenceThe term congruence is use in several research areas, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and an otherwise(prenominal) entity. A variety of terms have been used (congruence, fit, link, match up effect, etc. ) but the general pattern is the same. In the field of celebrity spokespersons, congruence was not really defined as such until Misra and Beattys work (1990, p. 161). They deduced that it consisted of the factthat the extremely relevant characteristics of the spokesperson are consistent with the hi ghly relevant attributes of the brand.A number of authors have canvass specific aspects of celebrity, such as gender and skin color (Huston, dOuville and Willis, 2003) or physical attractiveness (Kamins, 1990), but few have analyzed congruence in the broader sense. Purchase/ Buying Intention Endorsers who are liked, perceived to be trustworthy, expert, and attractive, are express to have more positive work ons on advertisement believability and brand image,which can contribute to purchase intentions. They possess the ability to arrest and lure readers to an advertisement, thus making the dialogue more effective. Goldsmith et al.(2000) claimed thatcredible endorsers have been shown to have amore positive effect on consumers attitude towards the advertisement. Crediblespokespersons are perceived to be moresocially and intellectually competent, andhave higher levels of integrity which makesthem more persuasive (Till &Busler, 1998). These credible endorsers have the ability toim portantly increase purchase intentions(Liu et al. , 2007 Pornpitakpan, 2003Erdogan, et al. , 2001). Past researches suggest that messagesource characteristics guess the consumersattitude towards the advertisement which inturn affects their attitude towards the brand(Goldsmith et al., 2000 Shimp& Gresham, 1985). Emotions and attitudes formedtowards an advertisement augur brand attitudes (Yoo&MacInnis, 2005). In addition, brown and Stayman (1992) claimed that there is a consistent kindred betweenattitude towards the advertisement andattitude towards the brand and purchaseintentions. McKenzie et al. (1986) stated thatconsumers are said to have a style topurchase products from brands where theydevelop positive attitudes (Goldsmith et al. ,2000). There is a consistent pattern showingthe effect of attitude towards the brand on purchase intentions. line of descent/Bloodline/Heredity Advertising literature likewise emphasizes the influence of cultural variables in advertising eff ectiveness (McCracken, 1989 Paek, 2005). McCracken (1989) argued that the success of celebrity-endorsed advertisements depends on whether the endorser is involveingful within a flori tillages consumer value and norms. In McCrackens Meaning Transfer Model, he claims that celebrity endorsers contain a broad ordain of besottedings such as demographics, genius, and lifestyle. These compressedings are transferred from the endorser to the product, and afterwards, from the product to the consumer.It is important for advertisers to understand the culture of their market for them to be successful. This is because consumers respond to advertising messages that are congruent with their culture, thereby recognize advertisers who understand that culture, and who tailor advertisements to reflect its values (Paek, 2005). Hofstede (1984) describes spokespersons as cultural heroes because they serve as role models, and they possess characteristics that are looked upon by society. Typically ma rketers are defined to have the ability to control the behaviors of customers, but rattling they have neither power nor reading for that.Marketer may influence their buying behavior but not control. some(prenominal) individual and not individual affect consumer behaviors. Motives, perceptions, attitudes, experiences, self concept, values can be considered as individual factors. And not individual factors can be expressed as, culture, profession, family, reference groups. Culture Culture is the complex of beliefs of mankind societies, their roles, their behavior, their values, traditions, customs and traditions. Culture is an extremely important concept to understand consumer behavior and that needs to be quizd.Culture is the sum of a shared purpose among members of society, customs, norms and traditions. The basic dry land of persons desire or determination is culture. Geographical regions and religions are inseparable in the formation of sub-culture. The preference of indivi duals who live very close to each other can be different. Individuals belonging to different have different sub-culture values, attitudes and social structures of the members of other sub-culture. These differences, sub-cultural segmentation of the market activity has do an important variable.It is important to know thecharacteristics of the sub-culture in creating the marketing mix price, brand figure identification, promotionalactivities and product positioning. Social groups, although they dont show in a prescribed process of similar lifestyle shows are groups formed by individuals. There are several features of social class. First, the behavior of members of the social class structure, education levels, attitudes, values and communication styles are similar, and these characteristics are different from other social class members.Second, individuals status is heady harmonize to their societies. Third, social classes are find out not by according besides one variable, exces sively by such variables like education, income, living area, activities and values. Demographics Endorsement Attributes Physical Attractiveness Popularity radical Credibility Brand Congruence Bloodline/Heredity/ credit line Buying Intention H2 H1 Figure 1. Research Framework H1 There are no significant differences in the level of effectiveness of endorsement attributes when respondents are grouped according to demographics.H2 Endorsement attributes significantly contribute to buying intention. Methodology Research Design The research was conducted to know the effectiveness of endorsement attributes and its impact to consumer buying intention. The study used descriptive Diagnostic Method to determine the endorsement attributes and its impact on consumer buying intention. descriptive research (Kothari,2004) is used for studies that are come to with describing the characteristics of a particular group, whereas Diagnostic research determines the frequency with which something o ccurs to its association with something else.The data had been carefully studied and statistically interpreted as what they implied. The collection of data was in the form of questionnaires that were floated to the individual respondents. These questionnaires contained specific set of questions in order to obtain useful data that would lead the researchers to meet the goals and objectives that were set for the study. Respondents bulk of the respondents were randomly selected when the researchers floated the questionnaires. There were 200 respondents for the study. The respondents in this aspect consisted of 101(50. 5%) males and 99(49.5%) females. most 127 (63. 5%) young professional and 73(36. 5%) students. It was discovered that respondents 105(52. 5%) are from the urban area and 95(47. 5) of them come from the rural area. The volume of the respondents nationalities were Philippine with the total number of 109 (54. 5%) respondents followed by the contraryers with the number of 91 or a 45. 5 %. Data group Tool Relevant information, researches, and data were equanimous with primary and secondary sources. firsthand information and data were generated with the use of questionnaires made and floated by the researchers.These questionnaires were sent out to the consumers who are particularly students and young professional. Part of the questionnaire include direct questions regarding the buying intention of consumers on several factors on the effectiveness of the advertisement. supplemental sources of data came from published materials like journals, theses, books that were obtained from Saint Louis University Library and other sources shew from trusty websites in the internet. Instrumentation The questionnaire consisted in two blocks. The first block of the questionnaire focuses on the demographic profile of the respondents.The second block of the questionnaire is divided up into five parts, with each measuring the physical attractiveness, popularity , source credibility, brand congruency and derivation/bloodline/heredity. On the left, focuses on the level of effectiveness and on the right focuses on the intention to buy. The Likert scale have been used to examine the level of its effectiveness of the endorsement if it is highly effective (4) or highly futile (1) and how consumers affect their buying intention where (1) indicates will not buy to (4) will for sure buy.Reliability and Validity The questionnaire were tested through a pre-float, given to 25 individuals, conducted at New Lucban, Baguio City and was proven to be reliable. Cronbachs alpha was used to prove the internal and reliability of the questionnaire. It is comm notwithstanding used when Likert wanted to determine the reliability of tenfold questions in a survey. Reliability Statistic for the questionnaire was conducted with a result of . 863 Cronbachs alpha ratefor the level of effectiveness and . 877 for the intention to buy with an boilers suit rate of .9 01 which indicates a high level of consistency and reliability for the level of the effectiveness of a questionnaire. An item-total statistics was in any case conducted, which look upons the magnificence of the question in a survey and with Cronbachs alpha rate of . 851. Therefore, the questions have the high level of consistency and reliability and it is valid to use in the survey. Results and reciprocation This study aims to identify the endorsement attributes that influence the purchasing/buying intention of the consumers. Endorsement Attributes put off 1. Level of Effectiveness of Endorsement AttributesIndicators Mean SD Sig 1. Physical Attractiveness 2. 8795 .40254 .000 2. Popularity 2. 6075 .30141 .000 3. Source Credibility 3. 1040 .46763 .000 4. Brand Congruency 3. 1550 .61332 .000 5. Lineage/Bloodline/ transmissible 2. 7795 .53980 .000 Physical Attractiveness The boilersuit results revealed that the physical attractiveness of the endorser has a misbegot modal(a) of 2 . 8795 (? = 0. 01) has an effect to the consumer on how they endorse clothing. When purchasing clothing, most consumers look into how endorser would feel comfort and look presentable to them. Physical Attractiveness is one important attribute.As consumers wants a product to satisfy certain specific needs. The benefit is also a factor that consumers have in mind when purchasing clothing. many a(prenominal) researches in advertising and communication suggested that physical attractiveness was an important cue in how an individual judge other person at first 30 sights. It is because yellowish pink usually made a get out first impression. Because of increasing use of celebrity endorsement, attractiveness became an important dimension of source credibility (Ohanian, 1991). Popularity Popularity was measured using 12 items an overall mean score of 2.6075 (? = 0. 01) establish out that there is a concord effect with the popularity of the endorser regarding its effectiveness. Items re garding political leaders and musicians endorsing had results, which are only slightly effective. This implies that choosing someone who will endorse a certain product also has an effect to the consumer. Leventhal (1994 in Miller 1994) suggests that celebrity endorsements are always a high-risk, high-reward business office and there is always a military man element that you never know, and you have to weigh the potential risks vs. the potential rewards.McCracken (1989) suggests that endorsement is successful, when the properties of the celebrity are made the properties of the endorsed product. However, the study by Walker et al. (1992) found that the endorser, which may have certain attributes that are desirable for endorsing the product, thus again, he or she cleverness also have other, even more nigh associated attributes that are inappropriate for a specific product. Source Credibility Respondents indicate their level of effectiveness when an endorser possesses trustworthi ness and expertise. Source Credibility items was measured with an overall mean score of 3.1040 (? = 0. 01) and found out that it is pretty effective. An honest/sincere person endorses pabulum scored a highest mean of 3. 4400 (? = 0. 01) while a dependable/reliable individual endorses nourishment items score the net mean of 2. 8450 (? = 0. 01). This implies that the personality of the consumers is moderately effective as the influential of the endorser through its knowledge or expertise. Source credibility was the degree to which the telephone receiver would believe the source has certain degree of relevant knowledge and/or expertise and they choose to believe the information offered by the source (Ohanian, 1990).At first, source credibility simply meant endorsers credibility in an advertisement (Aronson, Turner and Carlsmith, 1963). at long last it was considered as an important factor which might affect consumers purchase intentions and attitudes toward advertising (Lutz, Mac Kenzie, and Belch, 1983). Brand Congruency An overall average mean of 3. 1550 (? = 0. 01) found out that endorsement on this items are moderately effective. Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 3650 (? = 0.01) ranked the highest by the respondents. While on the other hand, an individual that endorses nutrient items that matches his lifestyle got the mean of 2. 9500 (? = 0. 01) being the lowest in terms of brand congruency. The term congruence is used in several research areas, particularly brand extension, co-branding, sponsoring, and endorsement. In all these cases, the aim is to assess the fit between a brand and another entity (a new product category, another brand, an event, or an individual) (Fleck and Quester, 2007). A variety of terms have been used (congruence, fit, link, match up effect, etc.) but the general concept is the same. Lineage/Bloodline/ Hereditary Respondents indicated that the mean for that of an individual with an unknown quantity impertinent citizenship who endorses gadgets 2. 7795 (. 03817) revealed that it is slightly effective in analogy with their lineage/bloodline/heredity. The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 7795 (. 03817) has an effect to the consumer on how they endorse gadgets. This implies that most consumers tend to buy gadgets which are endorsed by aliens who have a foreign citizenship.Consumer Buying Intention set back 2. Intention to Buy based on the Endorsement Attributes Indicators Mean SD Sig 1. Physical Attractiveness 2. 7215 .29872 .000 2. Popularity 2. 3820 .57176 .000 3. Source Credibility 2. 9005 .34793 .000 4. Brand Congruency 2. 9450 .42494 .000 5. Lineage/Bloodline/Hereditary 2. 4885 .43677 .000 Physical Attractiveness Respondents indicated their intention to buy when an endorser is physically attractive and was measured with an overall mean score of 2. 721 (? = 0. 01) An elegant person who endorses gadgets has the highest mean of 2.5850 (? = 0. 01) while a sexy individual who endorses pabulum items score the lowest mean of 2. 6350 (? = 0. 01) This indicates that the decision of the consumers is that they most possible will not buy as the influence of the endorser with regards through his/her physical attractiveness. Popularity Popularity was measured using 12 items an overall mean score of 2. 3820 (? = 0. 01) revealed that consumers will most likely not to buy in relation with the popularity of the endorser regarding consumers buying intention. Athletes endorsing food items rated a mean of 2.9000 (? = 0. 01) which is the highest rate among the 12 items. A politician who endorses clothing has the lowest rate with a rated mean of 1. 7500 (? = 0. 01). This implies that athletes who endorse food items have a great influence in a consumers intention to buy goods. Hence, a politician endorsing clothing is not influen tial as compared to the latter. Food Products especially Cereals has used top-notch athletes to aggrandize the cover of their box for decades. Now, more than ever, the use of celebrity athletes to endorse food products is mainstream advertising.Michael Phelps and frost Flakes. Eli and Peyton Manning promoting Double-Stuff-Oreos. No doubt, these celebrity athletes can sell the goods. Source Credibility Respondents indicate their intention to buy when an endorser possess trustworthiness and expertise. Source Credibility items were measured with an overall mean score of 2. 9005 (? = 0. 01) and found out that they will most likely buy. Results of this study found that, honesty and sincerity was significantly associated with buying intention, in addition, this result coincides with studys result of (Yoon, et al,.1998) as they found that three dimensions of endorser credibility have normal significant with buying intention. A number of empirical studies have found that credible endorsers positively influence consumer attitudes toward brand, advertisement, and consumers purchase intentions (Agrawal& Kamakura, 1995 Kelman 2006 Amos et al. , 2008). Brand Congruency An overall average mean of 2. 9450 (? = 0. 01) found out that the intention of consumers are most likely to buy as there is brand congruency.Endorsing gadgets by an individual person that matches his character have an effect towards the consumer. With an overall mean result of 3. 0250 (? = 0. 01) ranked the highest by the respondents. It is similar based on the nationwide survey under Solar, where 57 percent of selfies said their priorities for the following(a) two years would be to originate gadgets while 49 percent also cited having a car/vehicle. While regarded as the me, me, me generation, the Sun Life study suggested that these selfies also aspired to be financially independent by having a business andproperties while wait to start their own families. This may be because respondents come from the so-called selfie generationa new breed of young adults without financial dependents who form a growing consumer whiz-kid in this country. Their typical two-year precedency is to splurge on lifestyle-related consumer items like gadgets and cars. (Dumlao, 2013) Lineage/Bloodline/Hereditary The overall results revealed that the lineage/bloodline/heredity of the endorser has a mean average of 2. 2885 (? = 0. 01) this implies that most consumers will most likely not to buy.However, for food items endorsed by either an individual with alien foreign citizenship or a inwrought born Filipino, the consumers are most likely to buy. This may be because of Maslows power structure of take where food belongs to the Biological and physiologic needs which must be well-provided first while fashion and gadgets on higher levels like Social Needs and Self-esteem needs. Demographics and Endorsement Attributes Table 3. Demographics and Endorsement Attributes Indicators Demographics Mean SD Sig Physi cal Attractiveness Filipino 3. 0156 .41481 .000 stranger 2. 7165.32016 Popularity countryfied 2. 5705 .25552 .002 urban 2. 6410 .33532 Source Credibility staminate 3. 0703 .59170 .000 Female 3. 1384 .29057 savant 3. 3671 .45858 .001 Young master 2. 9528 .40254 Rural 3. 1179 .29499 .000 Urban 3. 0914 .58262 Filipino 3. 1991 .61002 .000 Foreigner 2. 9901 .11358 Brand Congruency Male 3. 2475 .73900 .000 Female 3. 0606 .43444 Student 3. 3356 .49367 .000 Young Professional 3. 0512 .65196 Rural 3. 0084 .38028 .000 Urban 3. 2876 .74275 Filipino 3. 3771 .67311 .000 Foreigner 2. 8890 .39594 Lineage/Bloodline/Hereditary Rural 2. 7011 .42011 .000Urban 2. 8505 .62236 Filipino 2. 7055 .64000 .000 Foreigner 2. 8681 .37175 Physical Attractiveness In the first of Table 3, it shows that physical attractiveness of an endorser is significant and it has an effect in terms of its nationality. It implies that it is important for an endorser to have the physical qualities of a person whether Filipino or foreign to make the advertisement effective. Bers and Rodin (1984) pointed out that children progressively focus their comparisons on attributes they regard as personally important as they grow older, with physical attractivene