Main Article Content
This research was 3 x 2 factorial designed, experimental study. The objectives of this study were to examine the main and the interaction effects of three endorser types (i.e., celebrity, expert, and typical consumer) and two product types (i.e., utilitarian and hedonic products) in advertisement on consumer responses, which consisted of overall perceived risk, attitude toward the ad, attitude toward the brand, and purchase intention. The experiment was conducted during April 2016. Two hundred and four undergraduate students at Chulalongkorn University were served as the experimental participants. The results presented that different types of endorser had main effects on consumer’s attitude toward the ad and purchase intention. Moreover, different types of product had main effects on consumer’s overall perceived risk, attitude toward the brand and purchase intention. However, the interaction effects of the different types of endorser and product on consumer responses were not found.