The Study of effects of model favorability on the brand attitude and advertising information processing

Lee, Kyung Won(Department of Business Administration, Graduate School of Education, Ulsan University)

The purpose of this study is to examine how the favorability of model in advertising affects advertising effectiveness.

To examine this purpose, hypotheses were proposed based on prior research, and experiment was conducted to test the hypotheses.

The data were collected from second grade students in On-San Comprehensive High School which is located in Ulju-gu, Ulsan city, and the effects of model favorability were tested by measuring aided awareness, unaided awareness, attitude toward the product, and product purchase intentions.

The results of this study were summarized as follows.

First, A recognition of favorable or unfavorable model was more higher than that of normal model.

Second, model favorability did not influence memory of major message the results are summarized as followings.

Third, model favorability positively influenced attitude toward the product.

Forth, model favorability positively influenced product purchase intention.