Derogation Effect of Using Successful versus Attractive Spokesperson in Advertising: A Comparative Study Between the Netherlands and Brazil

This research focuses on comparison of derogation effects of using successful versus attractive male spokesperson in advertising on male consumers in two culturally different countries -Netherlands and Brazil. According to the results, when a male consumer compares himself to attractive male spokespersons, the attitude towards the ad is significantly positive; when he compares himself to successful male spokespersons, the attitude toward the ad is significantly negative. Thus, men who compare themselves with a successful spokesperson do show a similar derogation effect as women who compare themselves with an attractive model. This is not the case for men who compare themselves with an attractive spokesperson. Brazilians showed more negative attitude towards the ad than the Dutch did if they compare themselves to a spokesperson. However, among non-comparers, Brazilians were more positive towards all ads than the Netherlanders were. Therefore, the derogation effect occurs for Brazilians among comparers, but not among non-comparers. INTRODUCTION