A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model,if the dark-haired model were not perceived to be ethnic.What two ideas of using celebrities as communication sources are most likely to be in play here?
A) The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.
B) The celebrity's image should match that of the product and should embody cultural meaning.
C) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
D) Dark-haired models are subject to ethnocentric evaluations, while blond-haired models are not.

Question

Quizplus · Accepted Answer

The idea of "the celebrity's image should match that of the product" is present, as respondents believed that a dark-haired model would be more effective in selling gold jewelry. Additionally, the idea of "the celebrity's image should embody cultural meaning" is also present because a dark-haired model was deemed more effective if not perceived as ethnic, indicating that cultural associations play a role in the effectiveness of the celebrity endorsement.

A Marketing Study Found That Respondents Believed That a Dark-Haired