Endorsement Attributes: its implication in buying intention Essay

MARKETING RESEARCH We envision holy soulfulness Louis University as an excellent missionary and transformative educational governing body zealous in the formation human re man-made lakes who ar imbued with the Christian Spirit and who argon creative, competent and cordially involved. SCHOOL OF ACOUNTANCY AND BUSINESS MANAGEMENT SAINT LOUIS UNIVERSITY PHILIPPINES October 2013 imprimatur Attri providedes Its Implication to procure Intention Jonand Ray Estabillo, Deaniel Soriano, Raiza NerissaVeridiano, Gian Carlo Villoso and Zenedith P. Monang twingeThe explore aimed to determine the level of impellingness and the bring invention of the consumers establish on the attributes of ratifiers strong-arm Attractiveness, Popularity, reservoir credibleness, crack Congruency and beginning/ pipeline/ heredity. Specifically, the study ought to reply the questions what is the profile of the respondents in terms of their gender, occupation, hometown and nationality? Moreover, the study withal sought to answer the question how beliefive is the subscriber and on what level is the consumers blueprint to buy.The researchers make mathematical function of a descriptive method of research, and questionnaires were utilised in collecting selective information. The respondents of the research were consumers from rural and urban places who ar either a student or a young professional. Finally, the solutions of the study establishs that consumer purchasing mark get under ones flake a substantial effect to the demographic and second gear attributes much(prenominal) as corporeal attractive force, popularity, get-go credibility, punctuate congruity and stock/bloodline/hereditary. Keywords Consumer Behavior, Buying Intention, guarantee AttributesIntroduction Companies of today spend a signifi stooget amount of their budget on hiring subscribers to advertise their prohibitedputs. These companies aim to take up a sufficient issue on investment with the expectation that these ratifiers evanesce be able to attract the attention of the customers, raise customers avocation by focusing on and demonstrating advantages and bene prospects, convince customers that they wish and desire the production or service and that it forget satisfy their necessitate, and later on entrust customers towards fetching action and/or purchasing.Every Advertisement aims to effect awargonness and arouse interest in the minds of customers. To do so advertisers employ several(prenominal) of grocerying techniques. renown authorisation is morning starless(prenominal) of these power toolsby which advertisers try to leverage the construe and identification of the famous someone to promote a product or comp any (Atkin& Block, 1983). This non save makes the publicizing lively, attractive, interesting, but attention getting as well (Ohanian 1991, Kamins 1990). So happens because audience takes the famous person as a spot model and in dee d these celebrities impact their lives. renown mug has been in industry from a long time (Kaikati 1987), in point not too late when advertisement techniques were pickings on unexampled forms because advertisers realized soon that by using human racely renowned personalities in advertisements they bequeath be able to align stationmarks personalities with that of the fames. That is wherefore advertisers go for a c atomic number 18ful selection of celebrities because if any micro aspect may go misuse in notoriety endorsement selection process, all of the celebrity endorsed advertisement campaign may collapse.This pass oning ultimately army brand the way O.K. to pavilion (Kaikati 1987, Till and Shimp 1995). This study aims 1. ) To aim the endorsement attributes in purchasing/ buy intention of the consumers 2. ) To canvass the potential of its attributes such as its visible Attractiveness, Popularity, solution credibleness, crisscross Congruence and Bloodline/Here dity/Lineage. Literature fall over Marketing tilts to take a new and laughable way of ad as advertisers be exploring different ways to make the advertisement effective and influential. bingle of these is the use of readers.Endorser is one important broad literature on this topic exists. The need for indorsers has been set forth in various ways. According to Erdogan, Baker and Tagg (2001), a spokespersons fictitious character is tomake the advertisement sales booth taboo from the clutter, arrest managely customers, add evaluate to the brand, and lastly, build a lasting impression to push the consumer to make a buy. Lane and Russell (2000),argue that one of the primary(a) challenges for advertizing is to provide a tangible and differentiating part to the marketing of services.Stafford, Stafford and Day (2002) refer to tangibility as the visualization of a services advances or qualities, the association with an extrinsic product, person, event, place or object, t he physical representations of the service, and documentation such as facts or figures explaining the characteristics of a service. The use of an contributor is one of the methods of enhancing the tangibility of the advertisement and differentiating it from new(prenominal)s. The Endorser An endorser is a person who makes a testimonial, or a written or a spoken statement, extolling the fairness of some product.This person could be a worldly concern figure or a private citizen. A testimonial ordinarily applies to sales pitches attributed to ordinary citizens whereas endorsement usually applies to pitches by celebrities (Liu, Huang, & Jiang, 2007). This study focuses on devil (2) types of spokespersons celebrity and un conjured. Celebrity Endorsers The use of celebrities to promote mercantile franks and services is not new to advertisers. Companies envision that endorsers who ar attractive and dealable testament transfer such qualities to their brands and products.In addit ion, as celebrities ar constantly in the media, they serve to constantly remind consumers of the brands that they endorse. Indeed, the use of celebrity endorsers has been plusing in popularity over time. Specifically, celebrity endorsers atomic number 18 effective in generating increased attention and enhanced image of the brand. However, their potence in influencing bribe intention is more than than limited. Celebrities argon people who enjoy public ac chouseledgement by a large share of genuine Group of people. And the term Celebrity endorsement as defined by McCracken Any individualistic 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 celebrity endorsement because of its keener bene survives and immense possible submit. in that respect are certain potential advantages of celebrity endorsement, celebrities endorsed advertisements run more attention as compared to those of non-celebrity ones, helps the phoner 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 catch sole key to success. It as well as presents the company with potential hazards. These power include, overshadowing, overexposure, and controversy (Erdogan 1999). Lay endorsers or anon. models Lay endorsers are unknown individuals who are chosen based on the target market demographics. These anonymous individuals offer association with the target audience for a less expensive price. They are usuallypackaged as the lineifiable person that the consumers can identify with (McCracken, 1989). Celebrity Endorsers vs. Non Celebrity EndorsersAccording to Seno & Lukas (2007), Celebrities are very much stabilising than other type of endorsers such as the company manager, distinctive consumer and the qualified expert etc. On the opposing, companies clutch imperfect cont rol over the celebrity endorsers, since they aim created their public character themselves over the years. previous(prenominal) research on celebrity endorsement reveals that celebrity endorsers produced more constructive perspective towards advertising and high-ranking purchase intentions than a non-celebrity endorser (Atkin and Block 1983 lowly et al. 1983 Ohanian 1991).On the contrary, Mehta (1994) argue that on that point were no statistically major difference in attitudes towards advertising, brand and purchase intention on endorsed brand among celebrity and non-celebrity endorsements. But, differences were pitch in cognitive responses generated by respondents. Endorsement Attributes somatic Attractiveness sensiblely attractive communicators are more successful in changing beliefs than are unpre leting communicators (Chaiken, 1979). In todays society, people slope to place a heavy emphasis on draw, and approximately(prenominal) advertisements feature attractive m odels.In a sense, the physical attractive force of the endorser rubs off on the product, enhancing the products image and resulting in supreme attitude change (Kahle and Homer, 1985). This points to the importance of matching up the image of the celebrity with the characteristics of the product. The match up flightiness argues that the image of the product and the celebrity should seminal fluid together, with the applicable attributes of the product being consistent with the characteristics of the endorser to gain positive impact with increased memorability and repudiate (Misra and Beatty, 1990).This travail to represent product and service imagery in ways that insinuate them into the consumers perceived needs and interests has perpetually been the primary task of marketing. A egest understanding of what consumers expect in gender role endorsements can help marketers in the evaluation and readiness of the portrayal of product characteristics in different markets. Populari ty This has been interpreted to heart by advertisers.The use of celebrities to advertise aproduct is based on the assumption thatgetting famous personalities to represent abrand get proscribed result to a higher point in time ofadvertising appeal, credibleness, and recall ascompared to anonymous models. Numerous studies contract indicated the link amidst celebrity attracter and attitude changes toward issues, product, and advertising evaluations (Caballero and Pride, 1984 Chaiken 1979 Kahle and Homer, 1985). Others fill 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- related product) there would be a positive impact upon product/service and advertisement evaluations (Kahle and Homer 1985). inauguration credibleness get-go credibility suggests that the effectiveness of a capacity dep ends on the expertness and trus bothrthiness of the source (Hovland, Janis, and Kelley, 1953 Sternthal, Dholakia, and Leavitt 1978). In world(a), a message source with higher credibility tends to be more effective than one with less credibility (Sternthal, Phillips, and Dholakia 1978).Since higher levels of source credibility tend to be associated with more positive attitudes toward the message and lead to wayal changes (Craig and McCann, 1978 Woodside and Davenport, 1974), advertisers pull up stakes opt to use celebrities if they imagine that they meet a high level of credibility. seekers admit identified three components as fashioning 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 save expertise had any probatory influence on intentions to purchase. at that place to a fault seems to be a direct cor congenator between credibleness and boilers suit advertisement effectiveness, as measured by purchase intentions (Kamins, cross off, Hoeke, and Moe 1989). Credible spokespersons are perceived to be moresocially and intellectually competent, and prevail higher levels of integrity which makesthem more glib (Till &Busler, 1998). Brand CongruenceThe term congruousness is use in several research compasss, 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 compartmentalization of terms lease been apply (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 germane(predicate) characteristics of th e spokesperson are consistent with the highly applicable attributes of the brand.A number of authors concord analyze 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 give tongue to to have more positive influences on advertisement believability and brand image,which can leave to purchase intentions. They sustain the ability to arrest and lure readers to an advertisement, thus making the communication 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, 1 998). These credible endorsers have the ability to really increase purchase intentions(Liu et al. , 2007 Pornpitakpan, 2003Erdogan, et al. , 2001). Past researches suggest that messagesource characteristics affect 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 venture brand attitudes (Yoo&MacInnis, 2005). In addition, Brown and Stayman (1992) claimed that there is a consistent relationship betweenattitude towards the advertisement andattitude towards the brand and purchaseintentions. McKenzie et al. (1986) declared thatconsumers are said to have a mark topurchase products from brands where theydevelop positive attitudes (Goldsmith et al. ,2000). on that point is a consistent exemplar showingthe effect of attitude towards the brand on purchase intentions.Lineage/Bloodline/Heredity Advertising literature also emphasizes the infl uence of cultural variables in advertising effectiveness (McCracken, 1989 Paek, 2005). McCracken (1989) argued that the success of celebrity-endorsed advertisements depends on whether the endorser is important within a cultures consumer set and norms. In McCrackens Meaning Transfer Model, he claims that celebrity endorsers contain a broad race of implicateings such as demographics, personality, and lifestyle. These destineings 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 rewarding advertisers who understand that culture, and who tailor advertisements to reflect its value (Paek, 2005). Hofstede (1984) describes spokespersons as cultural heroes because they serve as role models, and they possess characteristics that are look ed upon by society. Typically marketers are defined to have the ability to control the expressions of customers, but actually they have neither power nor entropy for that.Marketer may influence their buying behavior but not control. Several individual and not individual affect consumer behaviors. Motives, perceptions, attitudes, experiences, self concept, values can be considered as individual cistrons. And not individual factors can be expressed as, culture, profession, family, reference groups. husbandry subtlety is the complex of beliefs of human 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 examined.Culture is the sum of a shared purpose among members of society, customs, norms and traditions. The basic reason of persons desire or determination is culture. geographic regions and religions are essential in the formation of sub-culture. Th e penchant of individuals who live very close to distributively 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 made an important variable.It is important to know thecharacteristics of the sub-culture in creating the marketing mix price, brand name identification, promotionalactivities and product positioning. Social groups, although they dont show in a formal process of analogous 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 determined according to their societies. Third, social classes are determined not by accord ing only one variable, also by such variables like education, income, living area, activities and values. Demographics Endorsement Attributes Physical Attractiveness Popularity Source credibility Brand Congruence Bloodline/Heredity/ Lineage 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. systemology Research Design The research was conducted to know the effectiveness of endorsement attributes and its impact to consumer buying intention. The study utilise 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 touch with describing the characteristics of a particular group, whereas Diagnostic research determines the absolute freq uency with which something occurs 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 Majority of the respondents were randomly selected when the researchers floated the questionnaires. There were 200 respondents for the study. The respondents in this survey consisted of 101(50. 5%) males and 99(49.5%) females. Ab divulge 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 majority of the respondents nationalities were Philippine with the fundamental number of 109 (54. 5%) respondents fo llowed by the unlikeers with the number of 91 or a 45. 5 %. Data convention Tool Relevant information, researches, and data were gathered done primary and secondary sources. Primary 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. Secondary sources of data came from publish materials like journals, theses, books that were obtained from Saint Louis University Library and other sources prove from safe websites in the internet. Instrumentation The questionnaire consisted in two blocks. The counterbalance block of the questionnaire focuses on the demographic profile of the respondents.The second block of the questionnaire is divided into five parts, with each measuring the physical attractiveness, popularity, source credibility, brand congruency and blood/bloodline/heredity. On the left, focuses on the level of effectiveness and on the right focuses on the intention to buy. The Likert master have been used to examine the level of its effectiveness of the endorsement if it is highly effective (4) or highly ineffective (1) and how consumers affect their buying intention where (1) indicates will not buy to (4) will surely buy. dependableness and Validity The questionnaire were tested through a pre-float, prone to 25 individuals, conducted at New Lucban, Baguio City and was proven to be reliable. Cronbachs of import was used to prove the internal and reliability of the questionnaire. It is commonly used when Likert precious to determine the reliability of multiple 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 boilersuit rate of .901 which indicates a high level of eubstance and reliability for the level of the effectiveness of a questionnaire. An item-total statistics was also conducted, which cockeyeds the importance 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 effectual to use in the survey. Results and Discussion This study aims to identify the endorsement attributes that influence the purchasing/buying intention of the consumers. Endorsement Attributes get across 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 credibleness 3. 1040 .46763 .000 4. Brand Congruency 3. 1550 .61332 .000 5. Lineage/Bloodline/Hereditary 2. 7795 .53980 .000 Physical Attractiveness The overall results revealed that the physical attractiveness of the endorser has a stri ngent average of 2. 8795 (? = 0. 01) has an effect to the consumer on how they endorse clothing. When purchasing clothing, al some 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 researches in advertising and communication suggested that physical attractiveness was an important instigate in how an individual judge another person at first gear 30 sights. It is because beauty usually made a better first impression. Because of change magnitude use of celebrity endorsement, attractiveness became an important attribute of source credibility (Ohanian, 1991). Popularity Popularity was measured using 12 items an overall mean scotch of 2.6075 (? = 0. 01) effectuate out that there is a moderate effect with the popularity of the endorser regarding its eff ectiveness. Items regarding politicians 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 situation and there is always a human 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 stroller et al. (1992) found that the endorser, which may have certain attributes that are desirable for endorsing the product, then again, he or she might also have other, even more fast associated attributes that are inappropriate for a specific product. Source Credibility Respondents indicate their level of effectiveness when an endorser possesses trustworthiness a nd expertise. Source Credibility items was measured with an overall mean score of 3.1040 (? = 0. 01) and found out that it is evenhandedly effective. An honest/sincere person endorses provender scored a highest mean of 3. 4400 (? = 0. 01) while a dependable/reliable individual endorses fare items score the last(a) 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 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 precisely meant endorsers credibility in an advertisement (Aronson, Turner and Carlsmith, 1963). Eventually it was considered as an important factor which might affect consumers purchase intentions and attitudes toward advertising (Lutz, MacKenzie, 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) stratified the highest by the respondents. While on the other hand, an individual that endorses food 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 t hat the mean for that of an individual with an alien foreign citizenship who endorses gadgets 2. 7795 (. 03817) revealed that it is slightly effective in relation 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 mesa 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 food items score the lowest mean of 2. 6350 (? = 0. 01) This indicates that the decision of the consumers is that they most likely 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 influential as compared to the latter. Food Prod ucts especially Cereals has used top-notch athletes to grace 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 Frosted 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, money plant 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 expression significant with buying intention. A number of semiempirical 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 across the country survey under Solar, where 57 percent of selfies said their priorities for the next two years would be to acquire gadgets while 49 percent also cited having a car/vehicle. While regarded as the me, me, me generation, the Sun smell study suggested that these selfies also aspired to be financially freelancer 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 stemma of young adults without financial dependents who form a emergence consumer powerhouse 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 natural born Filipino, the consumers are most likely to buy. This may be because of Maslows Hierarchy of Needs where food belongs to the Biological and physiologic needs which must be satisfied 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 Physical Attractiveness Filipino 3. 0156 .41481 .000 Foreigner 2. 7165.32016 Popularity Rural 2. 5705 .25552 .002 Urban 2. 6410 .33532 Source Credibility Male 3. 0703 .59170 .000 Female 3. 1384 .29057 Student 3. 3671 .45858 .001 Young paid 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 overlord 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 Ro din (1984) pointed out that children increasingly focus their comparisons on attributes they regard as personally important as they grow older, with physical attractivene