PSYC 3170 Chapter Notes - Chapter 4: Sean Connery, Elaboration Likelihood Model, Moral Turpitude
7 Aug 2013
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Charisma is a lay term used to describe someone who possesses an indefinable charm or allure. (hitler, Since it is a fuzzy concept, persuasion researchers rely on related concepts called ethos or credibility. Ethos is similar to charisma, it can be defined and measured with greater precision. Celebrity selling power: the answer is in the stars. Match-up hypothesis: celebrity endorsers must be a good fit for the brand. They need to fit due to meaning transfer perspective which is an endorsers public persona is projected onto a brand. There is a reason sean connery is a endorser of louis vuitton. Most endorsement deals include a moral turpitude clause that allows the void of a contract for serious infractions. Just as chefs are interested in what ingredients go into award-winning recipes, persuasion researchers have tried to determine the underlying dimensions of credibility.
