A Study by Roobina Ohanian of Consumers' Perceptions of Celebrity

question 34

Multiple Choice

A study by Roobina Ohanian of consumers' perceptions of celebrity endorsers found that the characteristic that most influenced consumers' intentions to purchase a product endorsed by a celebrity was perceived:

• A) expertise
• B) attractiveness
• C) trustworthiness
• D) likeability

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Definitions:

Ethnomethodological Conversational Analysis

A research method in sociology focusing on how people make sense of their everyday social interactions through conversation.

Film

A medium for recording moving images and sound, used for entertainment, storytelling, and information dissemination.

Television Show

A program of content intended for broadcast on television, encompassing a variety of genres including drama, comedy, documentary, and more.

Mainstream Sociology

The dominant, widely accepted approaches and methodologies in the field of sociology, which often focus on large-scale social structures and processes.