Le rôle des endosseurs en publicité : quel(s) effet(s) sur l’estime de soi des femmes ?
The goal of this research is to investigate whether self-es-teem is a psychological factor that can be altered when the consumer is exposed to an advertising endorser in the cosmetic area. After the adaptation of a multidimensional self-esteem scale in a French context, an experiment, integrating th...
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| Auteurs principaux: | , |
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| Formato: | Article ou chapitre numérique |
| Idioma: | Français |
| Publicado em: |
2024
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| Assuntos: | |
| Acesso em linha: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Resumo: | The goal of this research is to investigate whether self-es-teem is a psychological factor that can be altered when the consumer is exposed to an advertising endorser in the cosmetic area. After the adaptation of a multidimensional self-esteem scale in a French context, an experiment, integrating the exposure of respondents to several types of endorser and measuring self-esteem with repeated measures, was carried out of 552 women. We demonstrate that there is no effect of the ad featuring an endorser, regardless of its type (model, typical consumer, celebrity, expert, company president) or its level of attractiveness, on the consumer’s level of self-esteem. We present future directions for advertising practitioners and social marketers. The originality of this work mainly lies in two directions. First, it consists on going further the measure of appearance in the context of advertising endorsement with the additional evaluation of both performance and social dimensions. Then, the experimental protocol used includes two measures of self-esteem (before and after exposure to an advertising endorser) while the studies identified in the literature review only carry out of a single measurement a posteriori. |
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