International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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The Effect of Cross-Model's Product Demonstration and Product Involvement on Attitudes toward the Ad

  • Taemin Kim (Department of Media and Communication, Incheon National University)
  • Received : 2023.04.18
  • Accepted : 2023.04.24
  • Published : 2023.05.31
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Abstract

Recently, the cross-model strategy of using male models in advertisements for women's cosmetics has been increasingly utilized. Academics have begun to discuss and study cross-model advertisements, but most of the studies have focused on the effects of the presence of a cross model. We investigated the effects of a crossmodel's product demonstration as an advertising creative strategy on consumer's attitudes toward the ad. We examined the effects of a male model demonstrating the advertised products for women's cosmetics on female consumers' attitudes toward the ad. As a result, we found that when a male model demonstrated a product in a women's product advertisement, consumers' attitudes toward the ad were more positive the higher their product involvement. Therefore, product involvement was found to be a moderating variable in the effect of cross-model product demonstration on attitudes toward the ad. This study contributes to the line of research on the effect of cross-model and product demonstration advertising, providing practical implications for advertising practitioners.

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Acknowledgement

This work was supported by Incheon National University Research Grant in 2021.

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