Elite athletes more authentic? Diet and exercise effects of athletes v. models in ads

Erika Katherine Johnson, Heather Shoenberger

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

People automatically determine the authenticity of an advertisement, with more authentic ads resulting in more positive advertising evaluations and subsequent behaviors. Building on these past findings, this study sheds light on the exposure of women to images of elite female athletes and athletic-ideal models and subsequent attitudes and behavioral intentions. The study (N = 444) found that elite athletes are seen as more authentic and more influential on health outcomes. Our results suggest opportunities for sports, health, or athletics advertisers (or general advertisers) to capitalize on the potential of elite or professional athlete endorsers in an effort to increase positive health-related behaviors and suggest intent to use products advertised.

Original languageEnglish (US)
JournalJournal of Marketing Communications
DOIs
StateAccepted/In press - 2023

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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