Effects of human models on perceived product quality.

Studied the effects of human models in advertisements on the individual's perception of and attitude toward the product. 32 male and 32 female undergraduates were tested under 3 experimental and 1 control conditions for each of 4 different products (car, sofa, TV, and stereo). In the 3 experimental conditions a male, a female, and a male-female pair were used as models. In the control condition the product was presented without any model. Results reveal that the "fittingness" of the models for the product was an important variable in product advertisements. The implications of congruity theories for product advertisements are discussed. (PsycINFO Database Record (c) 2010 APA, all rights reserved)