A Critical Analysis of Consumer Evaluations of Trust, Expertise and Attractiveness: A Study of Celebrity Endorsed Cosmetic Products

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Author
Bevan, Sara May
Date
2014Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
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This study seeks to investigate consumer perceptions of the attractiveness, trustworthiness and expertise of celebrity endorser who endorse cosmetic products. The study also aims to explore potential gender differences in perception and the effect that celebrities have on consumers’ self-concept.
This approach takes a subjective, inductive, interpretivism, qualitative approach, which is carried out on twenty undergraduates at Cardiff Metropolitan University.To do so, this study adopts the data collection methods of a pre-existing five point likert scale by Ohanian (1990), and semi-structured interviews to gain reasoning of consumers’ perceptions.
Description
BA (Hons) Business and Management