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:

Financial Advantage

The benefit gained in financial terms, which can result in better profitability or cost savings.

Fixed Manufacturing Expenses

Costs associated with production that do not vary with the level of output, including salaries of permanent staff and depreciation of machinery.

Fixed Selling

Refers to the selling expenses that do not change with the level of sales.

Financial Disadvantage

A situation where a person or entity is in a less favorable financial position compared to others due to various factors.