A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark- haired model was not perceived to be too cultural unfamiliar. What two ideas of using celebrities as communication sources are most likely to be in play here?

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark- haired model was not perceived to be too cultural unfamiliar. What two ideas of using celebrities as communication sources are most likely to be in play here?

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark- haired model was not perceived to be too cultural unfamiliar. What two ideas of using celebrities as communication sources are most likely to be in play here?





A. Celebrities should be attractive, but not too attractive.

B. The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold.

C. The celebrity's image should match that of the product and should embody cultural meaning.

D. The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.



Answer: C


Learn More :