A Marketing Study Found That Respondents Believed That a Dark-

Multiple Choice

A marketing study found that respondents believed that a dark- haired model would be more effective in selling gold jewelry than would a blond- haired model, if the dark- haired model was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be in play here?

A) The celebrity's image should match that of the product, and blond- haired models are too common for the exclusive image of gold.
B) The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C) Celebrities should be attractive, but not too attractive.
D) Dark- haired models are subject to ethnocentric evaluations, while blonde- haired models are not.
E) The celebrity's image should match that of the product and should embody cultural meaning.