A Study Conducted by Roobina Ohanian About Consumers' Perceptions of Celebrity

question 87

Multiple Choice

A study conducted by Roobina Ohanian about consumers' perceptions of celebrity endorsers found that the characteristic which influenced consumers' intentions to purchase a product endorsed by a celebrity is his/her perceived:

• A)expertise.
• B)attractiveness.
• C)trustworthiness.
• D)similarity.
• E)likability.

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Definitions:

Fiduciary Objection

A legal or ethical concern related to the responsibility of managing another's money or assets with the highest degree of care.

Promotion

One of the four main elements of the marketing mix, it increases company sales by communicating product information to potential customers.

Source Objection

A type of sales objection where the customer hesitates or refuses to buy based on the credibility or reputation of the source or seller.

Established Companies

Companies with a long history of operation, which have demonstrated stability and growth over time.